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Riverside is all about hard working people from Florida. It is a sincere brand, so the colors we selected are “Florida,” and projects a sincere/people personality. We updated the logo, making it more suitable for future signage and for a variety of applications, while maintaining key features such as the descending “S.” A graphic “swoosh” provides a consistent brand element at the bottom of each piece. The photography is full of smiling people, with simple backgrounds and natural lighting—showing off the brand’s sincerity. The color palette is very Florida. And the copy tone is as mainstream as prime-time TV.