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.

Zemplar

Abbott Laboratories needed a global trademark for their vitamin D analog, used to prevent and treat hyperparathyroidism. In developing a unique and memorable identity, Applebaum combined their creative and commonsense approach with extensive experience in the pharmaceutical category. The name Zemplar, coined by Applebaum from the superlative “exemplary”, suggests superior efficacy with a strong, confident tone necessary for the category.