I was having a conversation with a co-worker about how in college we both watched this 2 hour documentary about how Helvetica was created and the history of branding that is in homage to this simply clean font.  At the end of it all, our final reaction was how we allowed two hours of hour life to be dedicated to a single font.  In looking at the many logos that use Helvetica, the magic of the font reveals that it's varyiing text styles can offer an infinite of different possibilities.  For example, Skype, Jeep and Crate & Barrel's logo though carry the same family type-face, each have a different appeal. 

In rebellion, I'll admit that I've used Myriad Pro in place of Helvetica.  I still stand firm that a logo shouldn't just be a typeface standing alone, because you run the risk of having the same exact look as another company using the same font.  In addition, using a simple font on it's own can just look so... sterile. 

In art and design, rarely anything remains constant, so who knows maybe one day I'll be writing about how Verdana is cats meow!