It has certainly created some noise around his candidacy, which is fairly impressive given 12 Republicans have already declared that they’re seeking the nomination.
The campaign deciding to make a big deal out of their logo might seem like a big and unnecessary risk, as design and branding is famously subjective and ripe for ridicule.
However, the real risk is that his candidacy announcement is completely ignored. By taking a risk he’s made sure that people are at least talking about him. Very smart.