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.

Tracer

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.