The company is usually referred to as ASUS or Huáshuò in Chinese (traditional Chinese: 華碩; simplified Chinese: 华硕, literally «Eminence by the Chinese»). According to the company website, the name Asus originates from Pegasus, the winged horse of Greek mythology. Only the last four letters of the word were used to give the name a high position in alphabetical listings. As its marketing taglines, Asus has used Rock Solid. Heart Touching (2003–2009) and subsequently Inspiring Innovation Persistent Perfection (2009–2013). Since 2013, the company’s tagline has been In Search of Incredible.