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The logo as introduced from Jeb Bush's Twitter account.

Errol Morris' questionable study to claim the campaign chose Baskerville because it is "trustworthy". (As writer Jon Ronson ITC Benguiat, a typeface that already looked dated by the '90s. Still, this Baskerville weight is far removed from the regular, text styles of the typeface used in the Morris experiment. To those few who are sensitive to typographic history, this type might still feel a little old fashioned — that bulbous 'J' terminal whiffs of mushy phototype — but at least it's cleaner than ITC Benguiat and fairly credible.

The "2016" is set in eitherChoplinorCampton, companion typefaces which share most of the same numerals.

Comments on Twitter indicate that GOP political strategist Mike Murphy was responsible for the logo concept. Murphy was also behind Lamar Alexander's 1996 "Lamar!" logo.

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The logo as introduced by the campaign's first video.

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Twitter account header image.

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