Big and bigger.
That's becoming the norm for nameplates adorning the newest crossovers, SUVs and even minivans.
Already routine on pickups, a fierce segment where owner loyalty runs deep, big, bold badges are now gaining popularity on other light trucks.
Call it pride. Or just Marketing 101.
But when you are a challenger brand such as Rivian, with only two models, you gotta go big with the badging to get noticed by the public.
In the case of Kia's Telluride, introduced for the 2020 model year, the big badging appears both on the hood and around back on the liftgate.
At Ford, CEO Jim Farley wants to create passion brands under the Blue Oval — thus the oversized Bronco name on the new SUV.
But even established SUVs with some of the industry's most dedicated owners are mixing things up.
Chevrolet has moved the badging on its redesigned Tahoe and Suburban from its tasteful spot in the past, the lower left corner of the tail…