The e is very comaprible to what they did in the Heineken logo, but doesn't work this way. Secondly, helvetica is used so often it doesn't give any distinction to a logo, so I'd say use a more distinctive font. Have a look at the myfonts bestseller list. There's a lot of good relatively cheap fonts. http://new.myfonts.com/bestsellers/

i think is the safest way possible, there's nothing to criticize about it beyond the "e" and the tagline, but its not really offensive ugly.
I understand that building oneself's logo is the most difficult work one could ever have. (i havent done mine yet, because i never get to like something).

Try risking for something more you. :) you will succeed