Chris Chavez is an incredibly smart and talented business coach. He teaches clients how to utilize technology to automate their businesses. This allows the business owners to achieve the next level of success and maximize profits, without 80 hour work weeks.
For Chris's logo, we explored a number of concepts incorporating that technology aspect, but in the ended landed on a much simpler logo. The font has been customized from Rock Salt, and angles slightly up to the right. This infuses it with a sense of optimism and lightens the heavier colors. The underline serves to ground the logo, and lends a sense of authority. The texture emphasizes that you'll be working with a real person, rather than a faceless corporation who won't care about your success.