Applebaum is a brand identity firm specializing in name development, branding systems, and marketing communications. We have been helping clients create successful identities for new products, companies, and services since 1982.


The first fashion and beauty magazine for women of color was launched in a joint venture between Time Inc. and Essence Communications. The companies looked to Applebaum for an identity that would make a statement and convey the vision. It had to be real, straightforward, suggestive of the magazine content, and stand out in the crowded category. Suede captured everyone's attention and truly projected the brand with its broad appeal, luxurious connotations, and layers of meaning.