Wikipedia sez:
The natural logarithm of $x$ is often written "$\ln(x)$", instead of $\log_e(x)$ especially in disciplines where it isn't written "$\log(x)$". However, some mathematicians disapprove of this notation. In his 1985 autobiography, Paul Halmos criticized what he considered the "childish $\ln$ notation," which he said no mathematician had ever used. In fact, the notation was invented by a mathematician, Irving Stringham, professor of mathematics at University of California, Berkeley, in 1893.
Apparently the notation "$\ln$" first appears in Stringham's book Uniplanar algebra: being part I of a propædeutic to the higher mathematical analysis.
But this doesn't explain why "$\ln$" has become so pervasive. I'm pretty sure that most high schools in the US at least still use the notation "$\ln$" today, since all of the calculus students I come into contact with at Berkeley seem to universally use "$\ln$".
How did this happen?
One simple possible reason
This one is concise, correct and is understandable at least by you and me!
Generally, notations used in popular textbooks spread like virus. Books become popular because of good notation and notation becomes widespread because book is popular.