Logotype - Given Word

To start off this project we were given a random word that would form the basis of our chosen company. My word was 'diffidence', meaning modesty or shyness from the lack of self-confidence of a person. Diffidence can also be explained as distrust, as the word originates from the latin word 'diffidere' which has the same meaning.


c.1400, from Latin diffidentia "mistrust, distrust, want of confidence," fromdiffidere "to mistrust, lack confidence," from dis- "away" (see dis- ) + fidere "to trust" (see faith ). Modern sense is of "distrusting oneself"(1650s). The original sense was the opposite of confidence. Online Etymology Dictionary, © 2010 Douglas Harper

To put diffidence into context the word can be used like this:
'Although James wanted to express his opinions, he still spoke with diffidence.'

After finding out the meaning of the word, the first initial ideas that came to my mind were companies that help people to deal with their emotions. In this case, shyness and self doubt are the key words to use when choosing my company.

One key thing that will be essential to this project is considering the typeface that will be used, and to help us choose an appropriate typeface we have our options narrowed down to: Helvetica, Futura, Times Roman, Century Expanded, Garamond and Bodoni. These six typefaces are what typographer Massimo Vignelli believes to be the best and the only appropriate typefaces to use in any situation.