somewhat of an aside, a brand name, to me, can be a lot like vanity license plates which no one but the owner understands the meaning of. given some context i might be able to figure it out, or maybe it alludes to something whose loop i'm out of (i'm out of most loops, usually by choice, so this wouldn't be unusual), so, yeah, i don't grasp the concept because perhaps i'm not supposed to, and if i knew what it was about, maybe i'd get it. of course, what it means is something you'd clear up in the 'about us' section of your site.
knowing what the concept is would help come up with a logo, too, not to mention perhaps more appropriate font/s. this font is rather plain to me, and the result is there is nothing to identify it with. it's funny how drastic a font can change the perception of what's going on. for instance, put that in an 80's computer font and colour it green, that would have an entirely different connotation than if you blinged it out in some fancy gothic/gangsta font.