Brooks: "I need a logo."
Me: "I'm in! Any idea of what you want?"
Brooks: "Yay! I like simple, clean lines but not cold or super corporate, since I will have the focus on small, local and community."
[back and forth on possible designs, serif or sans serif fonts, color choices]
Me: "I think the blue is a good choice: pulls on the water aspect of your name BUT ALSO can tie in to the sea (like your Cali roots) and the river (your Gadsden home)."