Abstract: A label applicator for applying a label to an article. The label includes a first side having printed matter visible thereon and a second side having a pressure sensitive adhesive thereon. The label applicator includes plasma coated tray that defines a label support structure for supporting the label with the second side of the label resting on the label support structure. A label transfer pad structure is provided with an array of openings thereon that have a vacuum source communicating therewith for gripping the first side of the label, picking up the label from the plasma coated tray, and for pressing the label onto the article. The plasma coated tray gives a non-stick surface that will not readily retain the adhesive side of the label. The label transfer pad has a suction cup portion for insuring complete separation of the label and any release liner.