How do you create your own business name & logo?

This is really embarrassing to say this, but I'm a Graphic Designer and I forgot how to think of a personalized "business" name and a logo to go with it. I had a class where we discussed and talked about this, but that was like 2 or 3 years ago and I don't remember. :(

All I remember is that we had to use the "matrix" table thing. Like there would be a few column and a few rows. Then you take one column and one row, and"meet" them up to form something new. For example, if one column said Dog and a row said Playful; when they meet up, it would be Playful Dog. Besides the matrix box, I don't even know what exact words to use for the column(s) and row(s).

Hopefully you know what I'm talking about.

Can anyone help me?

The technique I learned was just to start out drawing very quick sketches of logo ideas, maybe 1/4 page size without thinking about them too hard. Then look at them all and decide which if any you like. If you like any of them, refine it, if not, keep trying things.

Kind of obvious really, but it does help get passed the "oh god I have no idea what to do!" stage. :)