Det är långt till Helvetica

Everybody is talking about being in Beta nowadays.

Once Beta meant that there would be a finished product somewhere there – in the end. Something lasting and worth waiting for.

Today we have passed that notion. Perhaps out of tiredness from waiting, perhaps because companies have discovered that they can sell us more along the way than at the end – or perhaps because we’ve discovered ourselves that it is not about waiting, but about longing. Longing for the future and what it will bring us. And longing is a strong engine. So we run, in Beta. Haven’t we always?

We are also in Beta, but we are not the Next big thing who wants to sell you something you don’t need. We are just a couple of designers.

This is what we do. Long and run.