My sister and brother-in-law were starting a local/organic/sustainable grocery store up in Windsor, a small town up in wine country (Sonoma county). So for their logo, my first sketches explored the idea of location, of food iconography, and of plants. (See sketches.) Regarding the design process, I always start with pencil on plain white paper, so that I can quickly explore as many ideas as possible without wasting time on paths that turn out to be dead ends. Plus, many more visually talented people than I advocate working with sketches first, computer afterwards--Michael Bierut is just one example.