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.


Elevating disc labeling to an art, Dymo developed a sleek, easy-to-use CD/DVD printer that employs unique radial printing technology to produce professional quality results in record time. The challenge was to create a name that would be appropriate in both home and office settings, appeal to both teens and adults, and fit within the established Dymo brand architecture. Developed by Applebaum, the name DiscPainter clearly differentiates from the other labelers in the Dymo portfolio. It conveys both the creative aspects of the product and the stunning quality of its output.