At Roger we believe in an automated future for accounting. That's why we've created a product layer that lives on top of your existing accounting tools. Roger helps you automate some of the most time-consuming elements of running a business. It by receiving your bills, scans and pays them on your behalf - all while keeping you and your team in control of your spending with advanced workflows and your books up to date with simple integrations to the services you already use.
Naturally the product has evolved over the past few years, the company and team has expanded, and we have massive ambitions for the future. So we wanted our brand to reflect both the evolution of our company, as well as be better aligned with what we have planned for the future.
So we set out to update our identity. We came up with brand three pillars, on which everything in Roger is built upon.
Worry-free
Easy
Complete
For us these three words encapsulates everything we do; We've created a software product, so you don't have to worry about accounting. Instead, you get time to do what you really like, and Roger will take care of the menial tasks. But worry-free is no good if the investment to get there is too high. Roger is not just for the few, but for everyone - regardless of educational background or skills. It should be so easy that everyone can to set it up and put it to work. And finally, we don't aim to create a one-trick pony that you will only use for a single task. We are creating your new trusted financial partner. A partner that will enable you to work faster, grow more, and focus on what matters because it's a complete solution.
The name of our company is also a common American male name. But since our product is not a human assistant and we want it to be genderless, we felt it was important to "not look like a name". So we decided we could not utilize capital letters to make "roger" look more like a logo and less like someone's name.
We knew that we wanted something simple and clean. So we immediately narrowed in on Sans Serif typefaces (i.e no feet on the letters).
At first glance we thought it was obvious that we should use the famous Sans Serif typeface called "Antique Olive" because it was designed by Roger Excoffon in the early 1960s. However, as much as we wanted and tried, we couldn't make it work.