Creating an evocative, long-lasting logo requires an involved client. The designer should be confident that the client is serious about the process and that they‘ve chosen the designer due to their trust in them. If they offer solid, conceptual input instead of exectutional feedback, the results can potentially reveal not only the company’s capabilities, but also a glimpse of it’s soul. The success of a logo  is as much of a reflection of the client’s input as it is of the designer’s.