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.


Fiberweb, one of the world's largest suppliers of nonwoven fabrics, selected Applebaum to name their innovative, new impermeable fabric for use in medical and other settings. After presenting the Fiberweb team with a range of options, Securon emerged as the leading candidate for its clear communication of the positioning: product integrity and user assurance. In addition, the name suggests a fabric and is appropriate for both medical and consumer applications.