Specify's mission is to empower organizations to manage their branding at scale. An organization's branding is used by many people, in many teams, in different environments. Sometimes, organizations even collaborate with external companies.

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Branding is used daily by people through tools like Figma, GitHub, or Notion. Thus, an organization's branding must be as easy to access and use as possible. Fortunately, today's tools are smart enough to communicate with each other. This is where APIs come into play.

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A brand is composed of what we call "design data". Under this name, you'll find all the design decisions that help an organization differentiate itself when communicating. Design decisions can be colors, typefaces, icons, images, or even sounds. Every time you see, hear, or even use something from an organization, you're interacting with its branding.

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A Design API stores an organization's branding information in an external source of truth. Think of a Design API as a central database containing design data. The data can be navigated in different ways depending on the relationship models that you set up.