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- It was, in a way, a unifying technology of the era, establishing a specific standard for how logos should look. And that’s my biggest issue with Helvetica: It’s 1960s technology, 1960s aesthetics, 1960s principles. You know what else is technology from the 1960s? Rotary-dial telephones. The BASIC computer language. Things we’ve built on for the past 50 years and stopped using as the new, more functional, more era-appropriate products took hold.