RogerThat Electronics
RogerThat specializes in designing, producing, and selling boutique audio electronics
for musicians,
with a primary focus on guitar pedals and custom studio equipment.
I founded RogerThat in 2010 and took the lead in shaping its brand identity.
This included crafting the logo, establishing a cohesive housestyle, designing the
website,
and overseeing a wide range of other brand expressions to build a distinctive and
recognizable presence in the music industry.
Logo and Branding
I co-designed the logo with the aim of creating a distinctive and recognizable
element that would stand out on our hardware products.
By utilizing negative space, the design cleverly integrates the silhouette of a
Fender Stratocaster’s headstock,
while the "R" symbolizes the first letter of my name.
The branding extends beyond the logo to establish a cohesive and memorable identity.
This includes a consistent housestyle, typography, and color palette that reflect
the brand’s innovative and creative ethos. Every detail, from product packaging to
marketing materials,
is designed to reinforce RogerThat’s commitment to quality and its connection to the
music community.
Website
The RogerThat website is intended to project a professional and serious image,
appealing specifically to professional musicians.
These musicians demand high-quality, reliable products that can be utilized on
stage, in the studio, or in any high-demand, high-performance environment.
The website is designed with Bootstrap HTML/CSS/javascript and to be informative and engaging, featuring a
range of multimedia elements such as images, sound samples, and user-generated
videos.
In addition to the rich media content, the website also includes a comprehensive
webstore, serving customers from around the globe.
Just like on the pedals, the icons in the rectangles with rounded corners
are used for navigation.
Colors
The RogerThat house style emphasizes a clean and modern aesthetic, creating an appealing and contemporary look.
This is achieved through the use of three primary colors: orange, white, and black.
Orange signifies vibrancy and energy,
white stands for clarity and simplicity, and black conveys a sense of rock and roll.
These colors are carefully chosen to
reflect the dynamic and professional nature of the brand.
Icons
Part of the RogerThat house style are icons that are used to display parameters, whether that is online navigation or a hardware potentiometer on a pedal. The icons are placed in a rectangle with rounded corners.
Typeface
The main font for RogerThat is Futura Light. Its geometric shapes and clean lines contribute to the overall modern feel of the brand, ensuring that all written content is not only legible but also aesthetically pleasing.
Futura Light
Small letters.
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Capitals.
ABCDEFGHIJKLMNOPQRSTUVWXYZ