Well I have some business design experience, and this isn't a good logo for a brand. A logo is usually only typographical or image based, and by making it both you aren't making a connection with people as a logo should connect with its customer base. Also you have sort of sent a mixed message with the colors and the shapes, you have a military like stencil font in a red color but rounded images. Which is Manly vs. Soft, because in a logo color and shape tell the entire story.