The Office of Ordinary Things’ identity for Sweep reflects the salon’s hand-painted practice

Sustainability-focused and purpose-led, The Office of Ordinary Things – or TOOT – is a design studio with the future in mind. Located in San Francisco, TOOT have developed the visual identity for Boulder and Denver-based Sweep; a salon specialising in balayage, a traditional, hand-painted method of dying hair. Mirroring the gradial results of balayage, TOOT’s identity champions a colourful, sectioned gradient; resulting in a friendly and seemingly retro tone of voice. This vibe is also reflected in the use of Columbia Sans, the heavy contrast and distinctive weights of which seem at home both in the 1970s and in Sweep’s identity. Brilliantly blending this retro feel with modern sensibilities, Columbia Sans is partnered with Vulf Mono – a joyful and charismatic typeface that truly enlivens the identity with a sense of candour – as well as Domaine Text for the brand’s body copy. “Vulf Mono was chosen to round out the hierarchy,” TOOT’s Jonathan Black tells us, “and add a touch of playfulness to balance the elegant nature of Columbia Sans Display and Domaine Text.”