David, these are some excellent designs and show awesome enthusiasm, but amytheplanarshift is right, the marketing aspect is so important and you have to get it right. Additionally, you haven't set any parameters for the logo, e.g:

-Palette - what colours (and also does it need to match the website, because at the moment it doesn't)?
-What does it have to achieve/say/stand for? What is the message?
-Goal - does it have to be instantly recognisable by a wide audience at a point-of-sale? Are you looking for buy-in from payment processors? In which case simplicity and bold colouring maybe win?
-What does it have to look like as a mobile app? Where do you see the logo being used?

These are all things that you have to think about. I do believe that the re-brand is the right approach however (considering recent events), but maybe think about a professional designer?

I really don't want to rain on anyone's parade because the enthusiasm is  really good to see (and I will be the first to admit I am rubbish at marketing) but you need to get this right. It needs to be professional and to set the right message.