S/O/T/O

I found something that I think is quite wonderful.  It's called S/O/T/O, which stands for State of the Obvious.  I saw it at Identity Designed, one of David Airey's blogs.  It is a series of merchandise by Mash Creative that has decided to completely disregard the traditions of identity branding and go with something new: the entirely obvious.  Here's a picture of the things they do.

Coolness.  I love these things.  They are so amazingly simple and innovative and creative and well designed.  The typography is the main thing I love.  It's all consistent size-wise, and it's such a stunning sans serif font.  The concept itself, too - of doing something out of the ordinary - is very neat.

The t-shirts are one of my favorite items. I think it would be fun to get one.

Another favorite product of S/O/T/O's is their A5 notebook.  This is something else that I really love.  The design of it is so fun - it's like a Moleskine with a new twist.

If you want to read more about S/O/T/O, please check out the article on Identity Designed or the article on Mash Creative's website.  You can find their items for sale through their store.  And a free desktop background is coming out soon!  I'm really looking forward to that.

What do you think of these design items?  Amazingly cool?  Strange?  A little of both?