01 — logo

The Helix Tree

Roots for heritage, a DNA helix for the science, nineteen leaves for the places a story branches out to. Redrawn as clean vectors with leaves refitted and mirrored precisely.

Helix Tree

Primary mark

SVG

Helix Tree, reversed

On espresso and dark photos

SVG

Small cut

40px and below

SVG

Mono

One-colour print and emboss

Horizontal lockup

Horizontal, reversed

Stacked lockup

Wordmark

Clear space

At least one leaf-height on every side.

Minimum size

Full mark 48px or 14mm. Below that, the small cut, down to 16px.

Never

Recolour leaves, add leaves, rotate, outline, add shadows, or set the wordmark in another font.

App icons: App icon (oat) App icon (espresso) Favicon

02 — colour

Oat first, leaves as the spark

60% oat and paper, 25% espresso, 10% tints, 5% leaf colour. Leaf colours never carry text; the ink set does. Click any swatch to copy its hex.

Ink #A64F22text on oat

Ink #2F68ADtext on oat

Ink #4D7A2Atext on oat

Ink #5E479Atext on oat

03 — type

Literary warmth, clear interface

Fraunces for the emotional voice, DM Sans for everything you read and tap, DM Mono for field notes and data. All three are open source.

Display · Fraunces

Every face tells a story.

Aa Bb Cc Dd Ee Ff Gg 0123456789

Regular for headlines, Medium for titles. One italic word per headline carries the emotion.

Interface · DM Sans

Start a scan

Body copy is 16px with a 1.6 line height. Labels and buttons use 600.

Field notes · DM Mono

01 — FACE SHAPE

75% MATCH

04 — elements

Everything grows from the tree

Detached leaves, the canopy crown, the helix rule, the seal. Use them to make any surface unmistakably AncestryScan without repeating the logo.

Leaves

Bullets, legend dots, loaders, confetti. Ratio 1 : 1.74.

Leaf Crown

The canopy that frames a portrait. The signature of every share card.

Helix Rule

Dividers, progress, and the scan line that sweeps a photo.

Heritage Seal

Stamps share cards, press assets, stickers and merch.

Scan brackets

Frame a face during capture and analysis only.

Leaf confetti

A seamless pattern for backgrounds, packaging and story covers.

leaf crown helix rule heritage seal heritage seal reversed scan brackets leaf pattern leaf pattern espresso

05 — motion

Grow. Scan. Reveal.

Motion explains: the tree grows from its roots, the scan line reads the face, results arrive in order. Everything eases to rest and respects Reduce Motion.

01 — Grow

Tree reveals bottom-up over 900ms, then leaves pop from the trunk outwards with a 45ms stagger.

02 — Scan

ReadingReport ready

Sample

Strongest regional signal

Mediterranean Basin

Phenotype · Gracile Mediterranid 75%

Mediterranean Basin45%

Middle East25%

South Asia20%

03 — Reveal

Mediterranean Basin45%

Middle East25%

South Asia20%

Balkans10%

Leaf loader for any wait

06 — voice

A docent, not a lab coat

Curious, honest, crafted, warm. We celebrate every heritage and say plainly what a photo can't tell us.

We say

“Your features share patterns common around the eastern Mediterranean.”
“Here’s what we noticed, and here’s what a photo can’t tell us.”
“Start a scan” · “See my story” · “Share my card”

We never say

“You are 45% Greek.”
“DNA-accurate ethnicity test.”
“Scientifically proven results.”

Required on every result, card and ad

Ancestry-style estimate from visible features · Not a DNA test

Non-negotiable

07 — social

Ready to post

Templates built from the same components as the app and site, exported at exact platform sizes. Four pillars: reveals, feature notes, heritage stories, honesty.

Feed · 4:5