The color red and in general the shape were too much sport/racing oriented, also there is no visual concept in the logo, only some work on the typo. The font were really thick and bold making it difficult to read.
Interlocking letters with multiple purposes: to bring together elegance, power and uniqueness.
A shorter name (BE), to make it graphically strong and easy to remember.
The geometry, modern and clean at the same time, grasps the momentum towards the future. Underlined by the symmetry, the B and E, which rise almost like a trident, give a sense of solidity and wink to the divine.