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.


When introducing a new flexible razor for men, Schick needed a name that would convey the unique feature in a trademarkable way, while also supporting the 'closer shave' positioning. Knowing that a strong, direct name would appeal to the target audience, Applebaum conceived the name Tracer. The name remains effective and relevant today in the highly competitive category.