The Great Game of Business Brand Identity Redesign


The Great Game of Business


Logo Redesign
Style Guide
Book Cover Design
Website Design
Print Collateral

Project Partners

  • 40Digits

Project Overview

The Great Game of Business began when Jack Stack wrote a book outlining the revolutionary way he went about running a company.  Over the past few decades the open-book management approach has been adopted by companies all over the world and the expertise of “The Great Game of Business” has transformed the way companies operate.

In collaboration with the team at 40Digits and the GGOB marketing department, Longitude was brought in to create the visual identity of the rebrand. This included the 20th Anniversary re-release of The Great Game of Business book, the revised brand identity, website design for the book release and the design for the GGOB company website.

The primary goal in the logo redesign was to bring a fresh look to the brand.  The previous logo had grown out dated and the design was only usable in a vertical format.  The solution.  After exploring many different design directions and working through several stages of revisions the final solution was a simple wordmark.

We were able to design a new identity that improved readability, added consistency with the best-selling book, and establish a clean design that would translate to all of the organization’s brand touch points.


The 20th anniversary re-release of New York Times Bestseller came with updated and expanded resources.  Included in the book project was English and Spanish versions for the print and audiobook format.


The 40Digits team lead the digital strategy and programming. Longitude provided the design direction to extend the updated brand identity throughout the online touch points.


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"Our team worked with Dustin to complete a global rebranding for our company. This project included updating a 25 year-old company identity…there’s a lot of baggage that comes with a brand that old. Dustin handled (and continues to handle) our entire project like a true professional; he works with just the right mix of patience, assertiveness, vision and flexibility. Dustin consistently delivers high-caliber products for our company; his work has helped take our brand to the next level."

Amanda Kuda, Marketing & PR Manager