Ancestry is the name of an American company, which specializes in providing its customers with their family history. The world/s leader in genealogy, Ancestry, was established in 1983 in Utah, USA, and today it operates across the globe, having offices across the United States, Australia, and Great Britain.
Ancestry is the place to go for everyone, interested in their family history and roots. The company is the world’s leader in collecting historical data and DNA research, so if there is anything possible to get to know about your roots, Ancestry has it.
The company started in the early 1980s with its main focus on historical and genealogy magazines and books. Starting at the beginning of the 1990s, Ancestry began developing genealogy software, which after led to the launch of the company’s online platform. Today online services are the main specialization of the company.
The numbers, Ancestry operates with, are truly impressive: the company has more than 30 billion historical records, available online, and more than 20 million people from all over the globe in their DNA database. And this is enough of a guarantee, that anyone can find information on his family here.
What is Ancestry?
Ancestry is a company, which offers its customers deep genealogical research, building family trees, and providing historical data. Today the company mostly operates as an online platform, but it also has another popular service — DNA analytics.
As for the visual identity, Ancestry has been very loyal to its heritage, which only elevates the purpose of the company and its field of activity. The logo of the online platform hasn’t changed much since the beginning of the 1980s but still looks very contemporary and elegant.
The Ancestry logo is composed of delicate and tender graphical elements, followed by the lowercase logotype in a classy serif typeface. The emblem of the company is a vertical green line with three contoured leaves coming out of it to the left. It stands for the family tree, genealogy, the original and main specialization of Ancestry. As for the lettering part, it is set in a medium-dark shade of gray, but looks very calming and friendly, due to the use of lowercase letters. The serifs on the ends of the bars add some historical charm to the inscription, also elevating the company’s values and essence.
The Ancestry lowercase logotype is set in a bold and very sophisticated serif typeface, which is quite close to such fonts as Lapidary 333 Std Bold and Perpetual Bold with the timeless and sophisticated shapes of the letters, smooth lines, and sharpened tails, adding distinction and some kind of playfulness.
As for the color palette of the Ancestry primary badge, it is set in light green and medium-gray, a very calm and relaxing combination, which evokes a sense of caress and friendliness. The green color is a commonly known symbol of new life, and here it is also a literal representation of the “tree” thing the company does. The shade of gray, used for the logotype softens and harmonies the green, evoking a sense of confidence and professionalism, and adding a slight historical fleur.