Acutally I messed up a little, EX Hidden Legends did something a bit different. All of their reverse holos had this kind of look:
http://www.ebay.com/itm/Pokemon-Masquerain-Hidden-Legends-20-101-Reverse-Holo-Rare-NM-/380820455547?pt=Trading_Card_Games_US&hash=item58aaab007b#ht_232wt_875
EXFRLG had their reverse holos as holographic, and the normal holos that were reverse holo looked like this example:
http://www.ebay.com/itm/POKEMON-CARD-EX-FIRE-RED-LEAF-GREEN-REVERSE-HOLO-CLOYSTER-20-112-NM-/141215064401?pt=LH_DefaultDomain_0&hash=item20e112e151#ht_604wt_1113 This is a rare card as reverse holo
http://www.ebay.com/itm/Pokemon-Card-Fire-Red-Leaf-Green-12-112-RAICHU-Reverse-Holo-NM-Mint-/321345622001?pt=Trading_Card_Games_US&hash=item4ad1b10ff1#ht_110wt_875 This is a reverse holo version of a normal holo.
Then from EX Team Rocket Returns until Power Keepers uncommons and commons looked like your 70/100 Wingull except of course with the proper set on the card. The reverse holo versions of rares and normal rares had the gold lettering and holo picture on them.
Despite the change in design, the Ruby Sapphire Era was from EX Ruby Sapphire to EX Power Keepers. The sets before FRLG (which for the record was Ruby &Sapphire, Sandstorm, Dragon, Team Aqua and Team Magma) just simply had their reverse holos pretty much like they do now.