Design: Three completely different families of type are seen here. First, a stub-serif for the label name (Bookman, an American font which gained worldwide popularity); an old-style Roman for 'Kaiser Jager Marsch' (De Vinne, another widely popular American-designed font); and an unadorned, bold sans serif for the information below the spindle hole, which first appeared in the mid-1800s and was considered so ugly it gained the name 'Grotesque.' The Victorian love of ornament is evident in the delicate little 'fleuron' at the top.
History: Standard, a Chicago-based mail-order company, obtained its records from Columbia. The centre hole was drilled out to 1/2 inch wide, so that the records would only fit on Standard's own machines. Eventually, Standard could not compete with other giant mail order merchandising houses like Sears Roebuck, and in 1916, merged with several other minor labels (Busy-Bee-Record, Harmony Record and United Record) to form the Consolidated Talking Machine Co. of Chicago.