I was thinking of two things: 1) the concept, and lived reality of the "speakeasy," and the incredible history and culture associated with them; 2) the notion of "caveat" as a disclaimer, or warning. Melding these two concepts together, I add an exclamation mark on Caveat, to denote an interjection, and I change the lead C into an ear, to denote the quiet speech that attended the first speakeasies, but that now are places where people can gather to talk and experience the richness of a modern urban culture. I wanted the C/ear to function as both: to be balanced between these two. Along the way, it also occurred to me that the C/ear and the exclamation mark could be used together, in certain circumstances, as an abbreviated mark, or a mini logo that might be useful in-house.