Neue Haas Grotesk
It’s a Swiss neo-grotesque and during its lifetime it was rebranded as Helvetica. Yes, that Helvetica.
The two fonts have taken different journeys since that point and though very similar, both have their own idiosyncracies. I’m not sure you can argue that one is better than the other.
As with its more famous cousin, Neue Haas Grotesk will slip into your corporate brand in a moment, and it’s neutral enough to find itself in almost any style of logo.
The first weights of Neue Haas Grotesk were designed in 1957-1958 by Max Miedinger for the Haas’sche Schriftgiesserei in Switzerland, with art direction by the company’s principal, Eduard Hoffmann. Neue Haas Grotesk was to be the answer to the British and German grotesques that had become hugely popular thanks to the success of functionalist Swiss typography. The typeface was soon revised and released as Helvetica by Linotype AG.