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Vision & Mission - amp.dev
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class="ap-o-header-flyout-primary-item-link-icon "> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#examples-flyout"/></svg> </div> <div class="ap-o-header-flyout-primary-item-link-info"> <div class="ap-o-header-flyout-item-title">Examples</div> <div class="ap-o-header-flyout-item-description">Hands-on introduction to AMP</div> </div> </a> </li> <li class="ap-o-header-flyout-primary-item"> <a class="ap-o-header-flyout-primary-item-link " href="/documentation/courses/"> <div class="ap-o-header-flyout-primary-item-link-icon "> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#learn"/></svg> </div> <div class="ap-o-header-flyout-primary-item-link-info"> <div class="ap-o-header-flyout-item-title">Courses</div> <div class="ap-o-header-flyout-item-description">Learn AMP with free courses</div> </div> </a> </li> <li class="ap-o-header-flyout-primary-item"> <a class="ap-o-header-flyout-primary-item-link " href="/documentation/templates/"> <div class="ap-o-header-flyout-primary-item-link-icon "> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#template"/></svg> </div> <div class="ap-o-header-flyout-primary-item-link-info"> <div class="ap-o-header-flyout-item-title">Templates</div> <div class="ap-o-header-flyout-item-description">Ready to use</div> </div> </a> </li> <li class="ap-o-header-flyout-primary-item"> <a class="ap-o-header-flyout-primary-item-link " href="/documentation/tools/"> <div class="ap-o-header-flyout-primary-item-link-icon "> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#wrench"/></svg> </div> <div class="ap-o-header-flyout-primary-item-link-info"> <div class="ap-o-header-flyout-item-title">Tools</div> <div class="ap-o-header-flyout-item-description">Begin building</div> </div> </a> </li> </ul> </div> <div class="ap-o-header-main-item"> <button class="ap-o-header-main-link -tw "> Community <div class="ap-a-ico ap-o-header-main-link-icon"> <svg><use 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xlink:href="#angle-down-solid"/></svg> </div> </button> <ul class="ap-o-header-flyout"> <li class="ap-o-header-flyout-item-secondary"> <a class="ap-o-header-flyout-item-title secondary" href="/events/amp-fest-2020/">AMP Fest 2020</a> </li> <li class="ap-o-header-flyout-item-secondary"> <a class="ap-o-header-flyout-item-title secondary" href="/events/amp-roadshow/">AMP Roadshow</a> </li> </ul> </div> <div class="ap-o-header-main-item"> <a class="ap-o-header-main-link -tw" href="https://blog.amp.dev">Blog</a> </div> <div class="ap-o-header-main-item"> <button class="ap-o-header-main-link -tw "> Support <div class="ap-a-ico ap-o-header-main-link-icon"> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#angle-down-solid"/></svg> </div> </button> <ul class="ap-o-header-flyout"> <li class="ap-o-header-flyout-item-secondary"> <a class="ap-o-header-flyout-item-title secondary" href="/support/">Help</a> </li> <li class="ap-o-header-flyout-item-secondary"> <a class="ap-o-header-flyout-item-title secondary" href="/support/faq/">FAQ</a> </li> </ul> </div> </nav> <div class="-tv"> <span class="-tm" aria-label="Select a language" tabindex="-1"> <span class="-tw">EN</span> <div class="ap-a-ico -ty"> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#angle-down-solid"/></svg> </div> </span> <input class="-tg" type="checkbox" name="language-selector"> <div class="-tb" role="list"> <a class="-tw" href="/de/about/mission-and-vision/" role="listitem">Deutsch</a> <a class="-tw" href="/fr/about/mission-and-vision/" role="listitem">Français</a> <a class="-tw" href="/ar/about/mission-and-vision/" role="listitem">العربية</a> <a class="-tw" href="/es/about/mission-and-vision/" role="listitem">Español</a> <a class="-tw" href="/it/about/mission-and-vision/" role="listitem">Italiano</a> <a class="-tw" href="/id/about/mission-and-vision/" role="listitem">Indonesia</a> <a class="-tw" href="/ja/about/mission-and-vision/" role="listitem">日本語</a> <a 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'mainmenuopen ' : '')" for="burger-menu" tabindex="0" role="button" aria-label="Burger Menu" i-amphtml-binding> <div class="ap-a-ico ap-o-burger-menu-icon"> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#menu"/></svg> </div> </label> <nav class="ap-o-burger-menu" [class]="mainmenuopen ? 'ap-o-burger-menu mainmenuopen' : 'ap-o-burger-menu'" i-amphtml-binding> <ul class="-th"> <li class="-tp"> <label class="ap-o-burger-menu-link -tw active"> About </label> <input class="-td" type="checkbox" aria-label="About" checked> <span class="nav-icon"> <svg class="ap-a-ico"><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#angle-down-solid"/></svg> </span> <ul class="-th"> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/about/websites/"> AMP Websites </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/about/stories/"> Web Stories </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/about/ads/"> AMP Ads </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/about/email/"> AMP Email </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/about/how-amp-works/"> How AMP works </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/about/mission-and-vision/"> Vision & Mission </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/about/use-cases/"> Use cases </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/success-stories/"> Success Stories </a> </li> </ul> </li> <li class="-tp"> <label class="ap-o-burger-menu-link -tw "> Documentation </label> <input class="-td" type="checkbox" aria-label="Documentation"> <span class="nav-icon"> <svg class="ap-a-ico"><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#angle-down-solid"/></svg> </span> <ul class="-th"> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/documentation/"> Get Started </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/documentation/guides-and-tutorials/"> Guides & Tutorials </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/documentation/components/"> Components </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/documentation/examples/"> Examples </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/documentation/courses/"> Courses </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/documentation/templates/"> Templates </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/documentation/tools/"> Tools </a> </li> </ul> </li> <li class="-tp"> <label class="ap-o-burger-menu-link -tw "> Community </label> <input class="-td" type="checkbox" aria-label="Community"> <span class="nav-icon"> <svg class="ap-a-ico"><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#angle-down-solid"/></svg> </span> <ul class="-th"> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/documentation/guides-and-tutorials/contribute/"> Contribute </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/community/roadmap/"> Roadmap </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/community/governance/"> Governance </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/community/working-groups/access-subscriptions/"> Working Groups </a> </li> </ul> </li> <li class="-tp"> <label class="ap-o-burger-menu-link -tw "> Events </label> <input class="-td" type="checkbox" aria-label="Events"> <span class="nav-icon"> <svg class="ap-a-ico"><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#angle-down-solid"/></svg> </span> <ul class="-th"> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/events/amp-fest-2020/"> AMP Fest 2020 </a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tx" href="/events/amp-roadshow/"> AMP Roadshow </a> </li> </ul> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tw" href="https://blog.amp.dev">Blog</a> </li> <li class="-tp"> <a class="ap-o-burger-menu-link -tw " href="/support/"> Help </a> </li> </ul> </nav> <main class="ap--main -sw"> <section class="-tf mission"> <div class="ap-m-copy ap-m-copy-center-small -ts"> <h1>Vision & Mission</h1> <p>Our vision is our north star we use to orient ourselves, and our mission describes the way we move into the direction of it.</p> </div> <div class="ap-m-copy ap-m-copy-left-xsmall -ts"> <h2 class="-tu -to"> Vision </h2> <h3>Vision</h3> <p> A strong, user-first open web forever. </p> </div> <div class="ap-m-copy no-margin ap-m-copy-right-xsmall -ts"> <h2 class="-tu -to"> & Mission </h2> <h3>Mission</h3> <p>Provide a user-first format for web content, supporting the long-term success of every web publisher, merchant, and advertiser.</p> </div> <div class="ap--divider"></div> </section> <section class="-tf"> <div class="ap-m-copy no-margin ap-m-copy-center-small -ts"> <h1>Design Principles</h1> <p>These design principles are meant to guide the ongoing design and development of AMP. They should help us make internally consistent decisions.</p> </div> <div class="ap--video ap-m-copy-center-small"> <amp-youtube layout="responsive" width="480" height="270" data-videoid="uPOElMgRy2Y" class="i-amphtml-layout-responsive i-amphtml-layout-size-defined" i-amphtml-layout="responsive"><i-amphtml-sizer slot="i-amphtml-svc" style="display:block;padding-top:56.25%"></i-amphtml-sizer></amp-youtube> </div> <div class="-ik -iq"> <div class="-iu principles"> <div class="-ia"> <svg class="-ia"><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#ux"/></svg> </div> <div class="-if"> <span class="-il">User Experience > Developer Experience > Ease of Implementation.</span> <span class="-ic">When in doubt, do what’s best for the end user experience, even if it means that it’s harder for the page creator to build or for the library developer to implement.</span> </div> </div> <div class="-iu principles"> <div class="-ia"> <svg class="-ia"><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#time-principle"/></svg> </div> <div class="-if"> <span class="-il">Don’t design for a hypothetical faster future browser.</span> <span class="-ic">We’ve chosen to build AMP as a library in the spirit of the <a href="https://github.com/extensibleweb/manifesto/blob/master/README.md">EXTENSIBLE WEB MANIFESTO</a> to be able to fix the web of today, not the web of tomorrow. AMP should be fast in today’s browsers. When certain optimizations aren’t possible with today’s platform, AMP developers should participate in standards development to get these added to the web platform.</span> </div> </div> <div class="-iu principles"> <div class="-ia"> <svg class="-ia"><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#components"/></svg> </div> <div class="-if"> <span class="-il">Don’t break the web.</span> <span class="-ic">Ensure that if AMP has outages or problems it doesn’t hurt the rest of the web. That means if the Google AMP Cache, the URL API or the library fails it should be possible for websites to gracefully degrade. If something works with an AMP cache it should also work without a cache.</span> </div> </div> </div> <div class="-ik -ij"> <div class="-iu principles"> <div class="-ia"> <svg class="-ia"><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#layers"/></svg> </div> <div class="-if"> <span class="-il">Solve problems on the right layer.</span> <span class="-ic">E.g. don’t integrate things on the client side, just because that is easier, when the user experience would be better with a server side integration.</span> </div> </div> <div class="-iu principles"> <div class="-ia"> <svg class="-ia"><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#fast-loading"/></svg> </div> <div class="-if"> <span class="-il">Only do things if they can be made fast.</span> <span class="-ic">Don’t introduce components or features to AMP that can’t reliably run at 60fps or hinder the instant load experience on today’s most common mobile devices.</span> </div> </div> <div class="-iu principles"> <div class="-ia"> <svg class="-ia"><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#priority"/></svg> </div> <div class="-if"> <span class="-il">Prioritise things that improve the user experience – but compromise when needed.</span> <span class="-ic">Some things can be made fast and are still a terrible user experience. AMPs should deliver a fantastic user experience and speed is just one part of that. Only compromise when lack of support for something would stop AMP from being widely used and deployed.</span> </div> </div> <div class="-iu principles"> <div class="-ia"> <svg class="-ia"><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#list"/></svg> </div> <div class="-if"> <span class="-il">No allowlists.</span> <span class="-ic">We won’t give any special treatment to specific sites, domains or origins except where needed for security or performance reasons.</span> </div> </div> </div> <div class="ap--divider"></div> </section> <section class="-tf"> <div class="ap-m-copy ap-m-copy-center-large"> <h2>Get Started with Tutorials</h2> <div class="-ny"> <div class="-nb"> <div class="-rt -sj"> <a href="/documentation/guides-and-tutorials/start/create/"> <div class="-sx"> <div class="ap-m-tag ap-m-tag-websites"></div> </div> <div class="-s_"> <div class="ap-a-ico"> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#example-default"/></svg> </div> </div> <div class="-nw"> <div class="-nx"> <h4 class="-ry">Create your first AMP page</h4> <p class="-sk">In this tutorial, we’ll introduce you to the basics of an AMP page!</p> </div> </div> </a> </div> <div class="-rt -sj"> <a href="/documentation/guides-and-tutorials/develop/interactivity/"> <div class="-sx"> <div class="ap-m-tag ap-m-tag-websites"></div> </div> <div class="-s_"> <div class="ap-a-ico"> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#example-default"/></svg> </div> </div> <div class="-nw"> <div class="-nx"> <h4 class="-ry">Create interactive AMP pages</h4> <p class="-sk">In this tutorial, you'll learn how to use data binding and expressions to build awesome, interactive AMP pages with amp-bind ...</p> </div> </div> </a> </div> <div class="-rt -sj"> <a href="/documentation/guides-and-tutorials/develop/style_and_layout/"> <div class="-sx"> <div class="ap-m-tag ap-m-tag-websites"></div> <div class="ap-m-tag ap-m-tag-stories"></div> <div class="ap-m-tag ap-m-tag-ads"></div> <div class="ap-m-tag ap-m-tag-email"></div> </div> <div class="-s_"> <div class="ap-a-ico"> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#example-default"/></svg> </div> </div> <div class="-nw"> <div class="-nx"> <h4 class="-ry">Style & layout</h4> <p class="-sk">Styling and layout on AMP HTML pages is very similar to normal HTML pages – in both cases, you'll use CSS.</p> </div> </div> </a> </div> </div> </div> </div> </section> </main> <footer class="ap--footer"> <div class="-a"> <div class="-f"> <div class="ap-o-footer-hint">Of course, this site is made with AMP!</div> <div class="-l"> <h5 class="-c">Follow us</h5> <ul class="-h"> <li class="-p"> <a class="ap-a-ico -d" href="https://twitter.com/AMPhtml" rel="noopener" title="Twitter"> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#twitter"/></svg> </a> </li> <li class="-p"> <a class="ap-a-ico -d" href="https://www.youtube.com/channel/UCXPBsjgKKG2HqsKBhWA4uQw" rel="noopener" title="YouTube"> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#youtube"/></svg> </a> </li> <li class="-p"> <a class="ap-a-ico -d" href="https://blog.amp.dev/" rel="noopener"> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#wordpress" title="WordPress"/></svg> </a> </li> <li class="-p"> <a class="ap-a-ico -d" href="https://github.com/ampproject" title="GitHub"> <svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#github"/></svg> </a></li> <li class="-p"> <a class="ap-a-ico -d" href="https://stackoverflow.com/questions/tagged/amp-html" rel="noopener" title="Stackoverflow"><svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#stackoverflow"/></svg></a> </li> </ul> </div> </div> <div class="-v"> <div class="-m"> <h5 class="-g">Overview</h5> <ul class="-y"> <li class="-b"><a href="/about/websites/" class="-w"><div class="ap-a-ico -x"><svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#internal"/></svg></div>AMP Framework</a></li> <li class="-b"><a href="/about/use-cases/" class="-w"><div class="ap-a-ico -x"><svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#internal"/></svg></div>Use Cases</a></li> <li class="-b"><a href="/success-stories/" class="-w"><div class="ap-a-ico -x"><svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#internal"/></svg></div>Success stories</a></li> <li class="-b"><a href="/about/how-amp-works/" class="-w"><div class="ap-a-ico -x"><svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#internal"/></svg></div>Functionality</a></li> </ul> </div> <div class="-m"> <h5 class="-g">Docs</h5> <ul class="-y"> <li class="-b"><a href="/documentation/guides-and-tutorials/" class="-w"><div class="ap-a-ico -x"><svg><use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#internal"/></svg></div>Get Started</a></li> <li class="-b"><a href="/documentation/guides-and-tutorials/" class="-w"><div class="ap-a-ico -x"><svg><use 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