While legibility is important and the straightforward, clean-cut style has worked for many famous brands, Helvetica has also been criticized for being too plain and overused. The simplicity and clarity of Helvetica Now make it easy to read in any size. The updated fonts maintain the clean lines and neutral look that make them easy to incorporate into almost any logo design without throwing it off balance. Helvetica Now, the most recent revamp of the original, includes 48 fonts with different weights and italics. It has inspired multiple variations over the years and features in many famous company logos, including BMW, Jeep, GM, JCPenney, and Target.

Originally designed by Max Miedinger in 1957, Helvetica has become one of the most recognizable and widely used sans serif typefaces.