As the beginning of the smart phone technology wave, Sun Microsystems planned to capitalize on this trend by placing the Java brand at the epicenter. The strategy was to create an ingredient brand-- a consumer friendly brand-- that could be placed in software and on hardware. My role was to make the venerated Java brand more consumer-friendly without alienating developers and engineers. Having no creative team and two weeks to create the logo, I assembled a virtual team of designers. The design team created over 70 logos that we narrowed to five to test with focus groups of developers and consumers. Feedback was unusually conclusive and the brand team moved forward with the resulting final logo. Additional work included the opportunity to roll out the logo through advertising campaigns, through internal campaigns to gain support and momentum, and through strategy on how to negotiate with partners on how to use the logo as an ingredient brand.