confidence in the mission

we've always been huge fans of the art direction in 2001:
a space odyssey and have, in the past, based some designs
on the modern minimalistic vision presented as the future in
this cinematic masterpiece. the color palette and stripped
down antiseptic look holds up so well, even today, that it's
a solid reference point for timeless design. (our original
design for the huf logo was based on the font used heavily
throughout this production.)

as we've been organizing our new studio, we've been
revisiting some of our old sketches and design work from
the year we started form3 (2001) and were directly reminded
of the connection to this brilliant effort by anthony masters,
harry lange and ernest archer.

although our final work tends not to represent such a
futuristic look, the ideas concerning the use of proportion,
scale, spatial relation and minimalism resonate in the
foundation of our design. (and being on a film and space
vibe this week, i couldn't help but to post about one of our
all-time favorite space films.)

so if you find yourself with an extra 141 minutes in your day,
sit down calmly, take a stress pill and think this one over.