Silvertone (U.S.A.) / 1923
Corporate background:
Launched in 1916 as a replacement for the Oxford label,
the Silvertone name was used by the Sears Roebuck chain of
stores for their line of radios and phonographs as well as
records, which were pressed by Columbia.
The redesigned label, as here, appeared in
the early 1920s, and lasted until 1928.
Design: This
basic format, with its concentric circles, derives from the Brunswick label
of the same period.
A striking feature of this very beautiful
design is the elegant manta ray-like shape dividing the upper
and lower halves.
It also features a charming and
well-balanced piece of brush lettering with a graceful
underlining swash for the label name.
A pretty stylized lyre at the top,
surmounted by a delicate 'S,' perfectly echoes the curlicues
below. Even the tiny lettering at the foot is beautifully done.
The attractive gold-on-brown colour
combination is quite legible.