Indexing Roots – Genealogy branding

Modern visual identification for a genealogy brand.

Indexing roots

Roots research

Indexing Roots is a platform created by a professional research scientist, that helps to find Jewish ancestors within archival documents located in Galicia and Ukraine. The user can search through databases, order complete historical data or build a personal family tree.

Goal

Modern historical design

The goal of our client was to connect people interested in finding their Jewish roots while offering them the best and easy-to-use tools. That’s why we didn’t want to implement the most common solutions of historical graphics, like old-fashioned fonts, vintage swooshes or sepia colors. Instead, we’ve created a modern identity, that speaks both to young and old users.

Logo

Symbol fusion

The logo is based on a fingerprint illustration, the most important symbol of searching for one’s identity. The logo lines resemble the process of indexing — managing the data structure. In the central part there’s a plant growing roots into the ground — a metaphor of looking for family roots. The plant’s branches are formed into the shape of a menora, a Jewish candelabrum. That way 4 symbols unite to fully express the company’s scope of interest.

Company materials

Fingerprint parts

The key visual was created based on a simple, bold pattern, that recreates the fingerprint structure. Some of the elements are yellow, others contain original, archival photos from The National Digital Archives. The pattern was placed on the majority of brand materials. After completing the project, we extended its scope and changed many elements of the color palette and key visual.