Abstract: A continuous web of sheet material including a transparent face sheet having a rear surface coated with a pressure-sensitive adhesive and a backing sheet releasably attached to the adhesive is fed to label-forming apparatus comprising de-laminating means for separating the backing sheet from the face sheet, a plurality of printing stations for printing multi-color indicia on the adhesive coating of the face sheet, steering and re-laminating mechanism for aligning the separated face and backing sheets and then re-laminating them so that the backing sheet completely covers the adhesive coating, die cutters for cutting discrete label portions and surrounding waste portions in the re-laminated face sheet, and means for removing the waste portions; in an alternative embodiment the face sheet is opaque, the de-laminating means being disposed between two adjacent printing stations, the printing stations upstream of the de-laminating mechanism printing first indicia on the front surface of the face sheet, and the pri