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 Schick introduced their new flexible razor, they needed a name that would convey the unique feature and support the closer shave positioning. Tracer achieves those objectives with a strong, masculine tone appealing to the target audience.