Female Tribes is a global strategic study created by Rachel Pashley at JWT London to gain greater insight into women's values and measures of success from all around the world.

The logo is made of a collection of typefaces from different periods in history, different language origins, and some of them are symbols. They are held together in a loose but structured cluster which allows all the varieties to have a similar weighting. The idea was that each mark brings a story, a history. That the story of women around the world is not uniform, but a rich tapestry. 

The following slides show some development of the the logo and some applications.

---