Design: The label name is unusual in that it follows the outer curve of the lower segment; more usually, it would be positioned rainbow-wise in the upper half. As a result, the 'Electrically Recorded' line is overly prominent. (Whether the song here, by the Peerless Quartet, had been recorded electrically is doubtful since Victor released it in the early 1920s, prior to the introduction of electrical recording technology.) The semicircle motif, repeated in the upper segment, is not mirrored in the lower, resulting in two halves that look mis-aligned.
History: This well-known mail order business sold records under their own name from 1933 until 1940, drawing its material from other record labels.