“刻度”的原意是测量工具或仪表上表示量值大小的记号，它代表着“精准与严谨”。取名“刻度”是希望借由其内涵信息的表达，传递出我们对商业设计的理解和置于当代设计环境的判断。我们认为这样的工作不是简单的艺术设计和创作，它更需要基于缜密的调查与分析之上，以独特的创意视角，形成科学逻辑的视觉化表达。由此，才能精准有效的用创意服务于市场和客户。

The original intent of “Kedu” is the mark of a measurement tool or instrument, “Kedu” represents “precise” and “rigorous”. We hope to convey our understanding of business design and judgment of design environment via the internal significance of “Kedu’. That is why we named it “Kedu”. We don’t think it is a simple work of design or creation, it base on the research and analysis of cases. The typical designing view forms a unique visual interpretation. That allows us to meet market more effectively.