What’s in a name – or a badge for that matter? Plenty, if you’re Ford Motor Co. The right badge goes a long way in helping to define a vehicle. For SUVs, blocky lettering helps convey their ruggedness. For small vehicles, like the all-new Ford Fiesta, a casual script style is used to illustrate its “fun” attributes, a top Ford designer says. “We’ve come to a conclusion there should be consistency in some of the badging,” Moray Callum, executive director-Ford Americas Design, tells ...

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