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Campaign logo says ‘Jeb!’ — but not Bush as former Flordia gov. announces he’s running

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Jeb Bush. From Getty Images.

MIAMI (AP) — As Jeb Bush launches his Republican presidential bid today, his campaign has unveiled a new logo — one that features his first name with an exclamation point. It’s a branding decision that conspicuously leaves out the Bush surname.

The former Florida governor is making his announcement in a speech today at Miami Dade University. In a video released ahead of time, Bush pledges to help “the most vulnerable in our society.” He says he believes those people “should be in the front of the line and not the back.” The video features women, minorities and a disabled child.

Bush says, “What we need is new leadership that takes conservative principles and applies them so that people can rise up.”

In recent months, Bush has made clear he will remain committed to his core beliefs in the campaign to come — even if his positions on immigration and education standards are deeply unpopular among the conservative base of the party.

Bush is one of 11 major Republicans in the hunt for the nomination. Wisconsin Gov. Scott Walker and Ohio Gov. John Kasich are among those still deciding whether to join a field that could end up just shy of 20.

One rival, Florida Sen. Marco Rubio, released a statement today calling Bush “a passionate advocate for what he believes.”

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