It's fun to watch an A-list designer like Aaron Draplin (creator of Field Notes notebooks) how he goes about designing a new logo. Here, he was challenged to design a logo for a concrete foundation company. He starts by just writing the name of the company with pencil and paper (not on a computer) and sees what the letters suggest. Then he "digs around" through old design and corporate identity books he likes. Only after he's filled a bunch of pages with thumbnail sketches does he move to Adobe illustrator.