Phil,
if you check out all great brands there is a very simplistic approach to them "Apple' Shell, Nike ,IBM, Orange, Vodaphone, Banks, Building societies etc etc. They generally stay away from trendy designer looking fonts because it will date. Serif fonts are easy on the eye to read, lowercase prefered. Look at the letter in the namestyle, you have a lot of consecutive round letters the c and the e are the defining shapes, look for fonts that have good letters. I prefer plain classic fonts as they give a bigger feel, Generall as a rule if i had a an organic graphic like yours with a geometric straight and round feel I would balance it out with a serif font to create contrast. But I would experiment and have a bit of fun. It's all fine tuning now.