Logotype - Companies

After finding out the meaning of diffidence, I started to look at potential companies that would help with dealing with the issue of shyness, self-doubt and distrust. My initial searches included: fitness centres, spas, yoga classes and therapists.

fitness centre
When searching for typefaces used by fitness centres/gyms I found that many of them used close kerning, bold text and they shared similarities with 'Futura'. The reasons for this could be because the companies are trying to communicate the idea of 'getting bigger' or stronger, and through the use of typefaces similar to Futura they communicate this well as a bold typeface with limited serifs makes the company seem less formal and more inviting to its intended audience.

Spas
When looking at the typefaces suited for spas, I found that not very many of them related closely to any of Vignelli's six typefaces. This was because businesses of this type were using typefaces that reflected Asian traditions, which meant the use of handwritten text or words from other languages.
In terms of practicality, I think that my design would be best suited for something more formal rather than something that shows similarities with handwritten typefaces.





Yoga classes

From looking at the typeface used for yoga companies we can see that the preferred typeface of choice would be close to Helvetica or Futura as they are simple and neutral in form. This works well for this particular type of company as its aim is to set a tone of calmness and relaxation for the intended audience. Although these may communicate friendly and welcoming features, I still don't believe this form of typeface would work best for my company, as my intended audience would be  middle aged people and the company itself would be high end meaning it will need to look more formal. However, one thing I may consider for my development would be the use of different fonts through my company name similar to how the yoga brands have done.

Therapist




Here are several examples of typefaces used on therapists businesses that are of a middle to high standard. We can see that in terms of the lettering a formal approach has been taken, and through the light use of serifs they have communicated a friendly and approachable feel that also looks professional. I think that using a therapist company for my word would be best suited, especially if I were to choose a typeface such as Bodoni or Garamond. One thing that could be experimented would be the use of italics as the fonts used here are either in the original form or in bold.