Yandex.Routing is Yandex's B2B logistics service, built around an algorithm that processes hundreds of constantly changing variables to plot the shortest and most convenient route for couriers and logisticians. “A flexible, powerful piece of technology that enables you to adapt to changing reality”, — this positioning message became the base around which agency has developed the new brand identity. By rights, an algorithm’s identity should be created by another algorithm — so a program was written for procedurally-generated graphics, which produced always-unique, but recognizable brand visuals based on provided parameters. The Yandex.Routing algorithm has eliminated human factor from logistics planning — so our branding studio went further and eliminated humans from the graphic design process. Color, shape, scale, line curvature angle — all can be adjusted and applied inside a defined framework to produce a brand identity element on demand. Neon-colored, deliberately unnatural colors serve to further emphasize the brand essence. An important part of the project was developing a style for live photography; it mirrors the brand identity’s color palettes, with Sergey Krestov leading the photoshoots. The result was a substantial photo archive featuring numerous topics, which the brand will be able to use in their communication for a long time.