Abstract: A label applicator and method for applying labels to an article is provided that changes the orientation of a label from a horizontal to a vertical orientation before the label is applied to the article, so that the label is not applied to the article in the same, or parallel, plane that the label is presented to the applicator. The label applicator includes a housing formed from a first faceplate and a second faceplate, each having a plurality of holes passing therethrough which define an interior chamber adapted to be connected to a source of reduced pressure. The second faceplate extends in a plane that, in the preferred embodiment, is substantially perpendicular to the plane of the first faceplate. A plurality of conveyor belts carried by the housing carry the labels from the first faceplate to the second faceplate. A corner assembly having openings that are larger than the holes of the faceplates interconnects the first and second faceplates.