But all of those logos were designed decades ago, and it was a perfectly reasonable typeface for logo design. The reason it has been used so often is, of course

But all of those logos were designed decades ago, and it was a perfectly reasonable typeface for logo design. The reason it has been used so often is, of course, that it is a very well designed font. But the whole point here is that its ubiquity makes it generally a poor choice for new logos. An aesthetic does not exist in a vacuum, and the cultural context of Helvetica is that it now looks generic.