And in the grand spirit of American campaigning, he's unveiled his logo, which is as monumental an event as a pro sports team unveiling its new uniforms.
The new look has been roundly ridiculed across the Internet and beyond. Critics grouse it's like a Broadway show title, or too old-school, or doesn't tell you enough about who Jeb Bush is and what he believes in. Just that he's Jeb!
What's your take?
The reason I'm so hung up on logos is they help position a candidate in the same way Coca-Cola's logo gives you a feeling about Coke. We recently did a story about this and it was fascinating. Here's the link:
Campaign logos: What artists think of the current candidates choices
Check it out and let me know what you think. This is an interactive blog. Your opinion matters.