Design: The label name follows the pre-WWI tendency to follow an upper arc. An attractively laid out label, with the label name lettered in a widely-proportioned Gothic (although the initial G has been modified to be more in the Roman style, with blobby endings to the serifs). The image of the conductor here is continuous tone, as in a photograph, and not a line drawing, as on the following page. The royalty stamp of 3/4d. means 'three-farthings'; the farthing ('fourthing'), a quarter of a penny, went out of circulation in the U.K. in 1960.
History: Known at first as Invicta Record, the label name was changed to Guardsman in late 1914 (perhaps as a salute to the military-charged atmosphere of the times, as a result of WWI having broken out). According to music researcher and collector Bill Dean-Myatt of the U.K., many of the company's early releases appeared under both label names.