Abstract: Apparatus for heat transfer labelling of articles using a resilient pad maintained at elevated temperatures. Decorative laminates affixed to a support member such as a web are fed to a heated platen. A resilient pad consisting of a silicone elastomer is pressed against the laminate at the heated platen, whereby the laminate adheres to the pad when it retracts from the platen. The heated pad is then pressed against an article to be labelled, to which the transfer substrate adheres in preference to the pad surface. The resilient pad is typically heated to a temperature above ambient temperature but lower than that of the heated platen. The pad is heated by repetitive contact with the platen, and additionally by an independent heater. The pad may include one or more interior heating elements, or an exterior radiant heater located adjacent the pad during periods between label transfers. This apparatus is well suited to the labelling of articles of a wide variety of sizes, shapes, and materials.