Well, his real name is John Ellis Bush - Jeb. So he's going with what has worked for him pretty well in the past.
Team Bush ended all speculation about 2016, tweeting out this logo
"Jeb" with the exclamation
Jeb used a similar logo twice in his run for Governor of Florida in 1998 and 2002 (he lost to Incumbent Democrat Gov. Lawton Chiles in 1994 51-49)
Here is 1998
Here is 2002
'Can't blame him for sticking with the same logo...