His Master's Voice is known for its striking logo: a dog named Nipper, who puts his ears to the receiver of an old-fashioned gramophone. According to tradition, at that moment he listened to his master's voice – "His master's voice". The logo was designed at the end of the 19th century by the British artist Francis Barraud. It was purchased in 1899 by The Gramophone Company of Great Britain, the forerunner of today's EMI, but the logo was not used on the record company's record labels until ten years later.