1. the base word of the name is "eschew" so I'd like "eschew" to be a different color than the "L" and the "it".
2. I want something that says fun while at the same time serious. Not so playful that it won't be taken seriously. I want it to evoke ease, simplicity, and pique interest. A clean, professional, modern, h50% playful, 50% serious feel.
3. One of the ideas I had for the logo was integrating a cheek bulge (as if someone is chewing) into the symbol or into the lettering somehow.
Maybe make the "C" chew the S and make the S into a $?
This may be too cheesy. Showing teeth may be too scary or offputting.
Something subtle, simple and clean.