Abstract: A label applicator for applying labels to each of two mutually perpendicular surfaces of a box that is advanced past the applicator. A displaceable arm defines a label support station adjacent its free end and conveyor belts are provided for delivering labels to the support stations. The arm is selectively positioned in either a first position in which a label located at the support station is contacted by and thereby transferred to a leading surface of an advancing box or a second position in which a label located at the support station is contacted by and thereby transferred to a side surface of an advancing box. Displacements of the arm are controlled independent upon the passage of the box past the applicator and labels transferred from the support station are replaced as they are applied to a box.