DNA Genetic Testing For Health, Ancestry And More
Confidence is 0 to 1 — a low score is reported, never hidden. Set a floor in your own code and fall back to your defaults below it, rather than shipping the raw score as certainty.
The kit
Brand colours
Click a colour to copy its hex.
Fonts
Logo
Sampled from the mark
- Source
- header-img
- Lightness
- 0.31
- Transparent
- yes
The read
The company
Positioning
23andMe exists to empower individuals with personal genetic insights that bridge health, wellness, and heritage. By providing direct-to-consumer DNA analysis, the company serves curious consumers and proactive health seekers looking to better understand their origins and personal biology. They differentiate themselves through scientifically validated, expert-trusted reporting and the market's most comprehensive ancestry breakdown.
Who it is for
Proactive health-conscious individuals and curious consumers seeking personal genetic insights, ancestral heritage breakdowns, and health trait reports.
Values
Scientific rigourPersonal empowermentTransparencyExcellenceMotion
Smooth and functional reveals with reactive hover states that reinforce clarity and trust.
Signature effects
Card lift and hover color transitionsSmooth fading and sliding content reveals on load- Intensity
- subtle
- Speed
- moderate
- Easing
- Smooth custom cubic-bezier curves combined with standard ease-out transitions
- Scroll animations
- no
- Hover effects
- yes
- Honours reduced motion
- no
Voice
The voice reads Trustworthy, Scientific, Empowerive, Accessible.
Tone
TrustworthyScientificEmpoweriveAccessibleVoice
AuthoritativeClearEducationalEncouragingWords it uses
DNA testingAncestry breakdownPersonalized health insightsKitStart learningWords it avoids
Clinical diagnosisRaw data dumpCheap testUnverified- Calls to action
- Direct and action-oriented command phrases using clear verbs such as 'Get your kit', 'Register kit', and 'Start Learning →'.
- Headline case
- title
- hero headline
- Authoritative and reassuring, focusing on credibility and excellence
- navigation and product comparison
- Clear, practical, and functional to direct user selection
- CTA buttons
- Direct, urgent, and encouraging action
The recordwhat we measured, and how sure we are
How the brand reads
23andMe provides direct-to-consumer DNA testing kits offering personalized ancestry breakdowns, health risk insights, and traits analysis.
Known for
At-home DNA saliva collection kitsDetailed geographic ancestry composition mapsGenetic health risk reportsDesign personality
Clean, authoritative, and bright, balancing clinical credibility with consumer-friendly accessibility.
Design conventions
High-contrast call-to-action buttons using vibrant accent colorsStructured service comparison tablesClean white background canvas with dark gray typographyWriting style
Concise, benefit-driven statements emphasizing credibility, expert validation, and easy-to-understand scientific insights.
Audience, inferred
Health-conscious consumers, genealogy enthusiasts, and individuals seeking proactive wellness insights across Europe.
Values, inferred
Scientific rigourPersonal empowermentTransparencyExcellenceApplying the brand
Use a crisp light-mode aesthetic dominated by clean white surfaces (#FFFFFF) and charcoal body text (#282828). Reserve vibrant magenta pink (#D50F67) strictly for key focal points, callout badges, and major action triggers to reflect the brand's primary visual identity.
Spacing and accessibility
- Base unit
- 8px
- Scale
- 0.5 · 1 · 2 · 3 · 4 · 6 · 8
- Content margin
- 24px
- Contrast target
- AAA
- Minimum font size
- 16px
- Colourblind safe
- yes
How this was read
- Platform
- NextJsVite
- Overall confidence
- 0.84
- Font confidence
- 1.00
- Schema version
- v2
The score was built from
Logo found (header-img)Primary color extractedSecondary color not foundFonts found: Rialta, MillionCompany name found: DNA Genetic Testing For Health, Ancestry And MoreNothing could fill
visual_stylecontrast_violationfirst_impressionConfidence is 0 to 1 — a low score is reported, never hidden. Set a floor in your own code and fall back to your defaults below it, rather than shipping the raw score as certainty.
Read something wrong? Sample it again — this page follows within 15 minutes.
Confidence per field · 19 fields
- description
- 0.00
- industry
- 0.00
- logo_description
- 0.00
- tagline
- 0.00
- visual_style
- 0.00
- accessibility.contrast_target
- 0.30
- contrast
- 0.30
- audience
- 0.85
- brand_intelligence
- 0.85
- colors
- 0.85
- copywriting
- 0.85
- font_availability
- 0.85
- fonts
- 0.85
- motion
- 0.85
- name
- 0.85
- positioning_statement
- 0.85
- tone
- 0.85
- values
- 0.85
- voice
- 0.85
Get this as JSON
GET /v1/brands/23andme.org
curl https://api.extractbrand.dev/v1/brands/23andme.org \
-H "Authorization: Bearer YOUR_API_KEY"Sampled from 23andme.org on . Own this brand? Claim it or report this page.