Abstract: A machine and process for forming indicia in or on the surface of objects, particularly friable or hyaline objects, such as glass and ceramics, by producing tape carrying indicia-forming masks, and for applying those masks to the articles to be engraved at a rapid rate, for relatively high volume applications, is disclosed. A die is formed by chemical etching, and is heated to cut an adhesive-backed thermoplastic film on a carrier tape. The masks and the cutout portions are separated, so that both positive and negative masks are produced simultaneously, and either can be applied automatically to objects to be etched and/or embossed. Embossing and/or etching is performed by sandblasting, chemical etching, or selective application of coating materials.