As he formally launches his presidential bid, the son and brother of former presidents is downplaying his family name.

(AP Photo/David Goldman)

The campaign logo for Jeb Bush simply says, 'Jeb!'

It's a conscious decision to distance himself from the previous Bush presidencies that could still carry some negative taste for voters

Jeb is one of 11 major Republicans in the hunt for the party nomination, including Gov. Chris Christie.

Christie continues to maintain that he will make a decision by the end of the month.