is convex and is its tangent, so .
\documentclass{standalone}
\usepackage{pgfplots}
\pgfplotsset{compat=newest}
\begin{document}
\begin{tikzpicture}
\begin{axis}[
domain=0:1,
xlabel=$x$,
smooth,
thick,
axis lines=left,
every tick/.style={thick},
legend style={cells={anchor=west}},
legend pos=north west]
\addplot[color=blue]{x};
\addplot[color=red]{-x*ln(x)};
\legend{$x$,$-x \, \ln(x)$}
\end{axis}
\end{tikzpicture}
\end{document}