Jeb! Jeb! Jeb! Jeb! Jeb! Jeeeeeeeeeeeeb!
This is his campaign's official logo. Jeb!'s Facebook Page

Yes, we will talk about that exclamation mark.

But first—watch Jeb!'s entry into the presidential race today. Start at 57:45.

I would embed it if I could figure out where C-Span hides its embed code. In case you can't watch the video, it begins with video Jeb! introducing real-life Jeb!, who throughout his speech tends to shuffle back and forth and raise his voice at strange moments. There's something kind of tense about his stage presence. It ranges from Dad Waiting Politely for His Applebee’s Hostess to Seat Him to That Same Dad Yelling at the Hostess for Not Having Enough High Chairs Available for His FAMILY.

He rolls through a predicable combo of Republican talking points, and all goes according to plan until some protesters, in keeping with Jeb!’s brand, exclaim something. It's hard to discern from the video what exactly they exclaim, but I think it's about immigration.

Speaking of exclamations, how about this logo, huh?

To some, it recalls corporations like Yahoo! and E! Entertainment. To others, it recalls industrial-poverty musicals like Oliver! and agricultural-poverty musicals like Oklahoma! I have it on good authority (because I googled it) that Jeb!'s logo has nothing to do with Yahoo! or E! or Oliver! or Oklahoma! but is simply the tried and true Jeb! brand, in keeping with his gubernatorial campaigns of the past.

He’s on brand. Updated, but basically unchanged since 1994—that's what his logo wants us to know. The problem with that is that back in ’94, Jeb was saying some crazy shit about women, poor people, and black people, aka the same people he trots out in his campaign announcement video as tokens of his accomplishments as governor of Florida:

This Jeb! video uses Denisha Merriweather as an example of the success of his voucher program. No one would be more surprised by the fact of this young woman's success than Jeb Bush from 1994, who was quoted as saying he would do "probably nothing" for black people if he were to become governor, and who tried to do more nothing by ending Affirmative Action.

I'm also not quite sure why Jeb! is seemingly taking credit for the 15 years of work that his wife, Columba Bush, has done in the service of reducing domestic violence in the state. Everyone knows he's been too busy trying to find the women of Florida some husbands so they can stay off welfare.

And while we're on the topic, let's not forget this little gem from Jeb's book, Profiles in Character, about how people on welfare need to be shamed:

An example of how we have come to devalue shame in our society is in our welfare system. In the mid-1960s, only half of those eligible for welfare payments were taking them and many enrolled would refuse to take the maximum allowance. People shined shoes and found other ways to bring in money that by today’s standards would be considered shameful. However, by the early 1970s, the stigma of receiving welfare had been lost by an administration that encouraged receipt of welfare. The rolls exploded as a much higher percentage of those who were eligible suddenly thought it less shameful to take advantage of the benefits rather than employ themselves in a job requiring hard work, such as shining shoes or sweeping floors. For many it is more shameful to work than to take public assistance—that is how backward shame has become!

Like many politicians, Jeb claims that his stance on these issues is "evolving." He's going to need them to undergo some punctuated equilibrium if he's actually going to help the people he says he's been helping as governor.

The first leg of his campaign will take him through—hold on to your butts—New Hampshire, South Carolina, and Iowa, early primary states where he’s hoping people like Senator Rand Paul and Governor Scott Walker won’t make strong showings and strip him of his title of Inevitable Republican Presidential Nominee. He'll need to do a lot of hoping, too, as the Koch Brothers have yet to bestow their favorite welfare queen candidate the nearly 900 million dollars they plan to spend on the race this year, a potentially king-making sum for one of Jeb!'s competitors.

Jeb! says he won't audition for the Koch Brothers cash. We'll see.