Maybe you should start by creating a logotype. And then let the motion of it all be inspired from that. As they stand, your two choices seem more historic than modern.

Why not try to figure out the animation sequence first and maybe a typeface will occur to you.

What's the show about?
Tim

The show consists of celebrities discussing there heritage,how certain personality traits they have, may have come from there ancestral background.
"What did the Settler's contribute to the modern Kiwi personality?"

I have thought about the above comments and they have both helped,
another idea i had was to show the letters grown out of the "S" so each letter represents a generation..which inturn has come back to the last "S"?...so maybe a font which has character that is strongly revolved around the curves of an "S".

http://www.bbc.co.uk/history/familyhistory/index_gs.shtml

This show has rather a nice graphic based on a similar idea.
Tim