  A minimal SO(10) Higgs structure involving a single adjoint field along with
spinors, vectors and singlets has been shown to break the SO(10) gauge symmetry
to the standard model while stabilizing the F-flat directions and solving the
doublet-triplet splitting problem naturally. With this minimal set of Higgs
fields, we show how to construct quark and lepton mass matrices which explain
well the many features of the observed spectrum, including the Georgi-Jarlskog
mass relations. A large mixing of the muon- and tau-neutrinos results naturally
as observed in the atmospheric neutrino data. A particular model relying on a
family symmetry has been constructed which realizes the desired mass matrices.
