Montero’s new identity is a representation of the DNA that envelops the company. Electricity. Electricity is light, and light is a flash. This is the element that became the base of the design of the new logo, which is definitely an evolution of the previous one. The graphics are defined by the use of a limited but powerful color palette, where black and white have sense and conceptual weight: Black represents darkness, and electricity has the means to shine and tear the darkness away, thence the white. The gradient represents the company’s ideals about the future as it’s set to evolve in the next millennium.