Example plugins that you may be looking at most likely have their default art and thumb images stored in the plexinc/resources folder on Github. Plugins that are listed in the Channel Store have had their default images moved to the plexinc/resources folder on Github. Since, unless or until a plugin is accepted into the Channel Store, you will instead have the art and thumb images for your plugin stored locally in the Resources folder of your plugin bundle, you will need to include code in your __init__.py to define them and set them as the default.
Usually, you will assign them a global variable at the top of your __init__.py and then in the Start() menu you can list the default values for the title, art and thumb attributes for the different types of objects you will be using in your code. Then, if you do not include a value for the thumb or art attribute for any of those types of objects later in your code, it will use the default value you assigned in the Start() menu.
The Webisodes channel plugin shows an example of a Start() menu where the art and thumb are assigned a default value for all the different types of objects that are used in the code - https://github.com/shopgirl284/Webisodes.bundle/blob/master/Contents/Code/__init__.py#L27. It is accessing the art and thumb images that was saved in the Resources folder of the plugin bundle under the names art-default.jpg and icon-default.png here - https://github.com/shopgirl284/Webisodes.bundle/tree/master/Contents/Resources.
For example, under your global variables, you assign a variable called ICON for your default thumb image that you had named icon-default.png
ICON = 'icon-default.png'
Then in the Start() menu, you would give a default value of any DirectoryObject()'s thumb attribute of the global variable ICON located in your Resources folder (the R() designates its location is in the Resources folder):
DirectoryObject.thumb = R(ICON)
Then if you added a DirectoryObject anywhere in your code and only include a title attribute, but did not include a thumb attribute, like this:
oc.add(DirectoryObject(key=Callback(VideoPage, title=title, url=url), title = title))
it will use the icon-default.png located in the Resources folder of this plugin that you specified above for the value of the thumb for any DirectoryObject() that does not specify a thumb.
Usually, you do not need to assign a default value for the thumbs in your VideoClipObjects() or EpisodeObjects(), since you will usually parse and give a value for the thumb attribute for these objects.