Not only is he in, but he's leveraged his book title word "audacity" into the announcement. But it does take audacity and presumptuousness to run for President. I find myself instinctively resisting anyone who comes forward just for thinking they deserve it, when, really, no one does. So I find it appealing to come out and say it's presumptuous. Perhaps he sees greater advantage in calling himself "presumptuous" than other candidates would. He's challenging us, in a sense, implying that he knows what we might be thinking and thereby nudging us have such thoughts.
Here's his logo:
According to the linked WaPo article, the logo is the initial "O" -- I agree! -- and it "evokes a rising sun" -- I am more willing to believe that it was meant to evoke the rising sun than that it actually does. I do think the curved red and white stripes at the bottom seem like -- in addition to the flag -- the surface of the earth, specifically farmland. (Iowa!) The blue at the top is certainly the sky. So the hollow center ought to be the sun. You can't make it yellow or it wil ruin the red, white, and blue effect, which is absolutely required. (When's the last time a presidential campaign had a logo that wasn't red, white, and blue?) I see more of an empty center, which is needed for the "O" effect, but which does have a problematic metaphorical meaning.
But we'll see now if he serves up some substance or if it's all empty calories.