"Be a Star!" has been the tagline for this curriculum kit since 2012. Originally the star iconography, and the tagline were framed in terms of celebrity and acclaim, stages and spotlights. This was an uneasy fit. Traits like Caring and Responsibility don't really get applause like that. Expecting to be a star in that sense undermines the humble inner strength at the heart of strong character.
I wanted to evoke the imagination and ingenuity of childhood with the visual language of constellations in the sky and simple building blocks on the ground. Constellation iconography speaks to contemplation, personal interpretation, and many small points of light coming together.
Star and Traits — The Character Star represents the five character traits taught in the curriculum. This typeface, Cinemascope, was part of the original branding for the program. For continuity I kept it adding stars down the centerline for the constellation reframe.
Key Art — These images define the constellation reframe. They can be used for social graphics, products, print marketing, and more.
Lockup — Logomark and tagline together, tagline uses the HLLVTKA typeface from the main brand kit.
Catalog Page — Final page of the Character Building section of the 2025 Kelso catalog.
Catalog Spread — Rejected opening spread for the Character section of the 2025 Kelso catalog.
Marks — The K-3 mark (L) was part of the original 2012 brand kit, I added the 4-5 mark (R) later.
Logotype — I designed this for the initial release in 2012.
