The reason your email address is showing up is because you have a Premier account. If you upgrade your PayPal account to a Business account this is a feature that can be changed. You can change the PayPal checkout page to show your logo or your business name.
Here's how to upgrade from a Premier acount to a Business account: Log in to your PayPal account, You Click "Upgrade" under your name near the top of the page, Click "Upgrade Now," Select "Business account, " Click " Continue." and enter your business information and click "Submit."