Our inspiration arose from a Chinese saying "a journey (quest) of 10,000 miles begins with the first step," describing the virtues of perseverance and willpower (also reflected in the Chinese brand name "JiuCengTai," literally "Nine-Level Stage"). It metaphorically describes a mindset of relentlessly pursuing excellence. In Chinese culture, nine (九 pinyin jiǔ) has a propitious meaning, because it sounds the same as the word "long-lasting." Our illustrations resemble drifting clouds and water, consistently rising and finally transforming into a dragon at the ninth level, the symbol of power. Secondary images, tree-rings, symbolize infinity.