It was only gradually that the label on vinyl records was used to display information. This article looks at how producers' advertising data started to rival that pertaining to artists, dates, technical characteristics and catalogue indexing. It also shows how graphic and colour codes were part of labelling policies and the creation of musical genres, as well as very real forms of discrimination. The author explains how collectors used these details in their quest for recordings that were as close to the original as possible - the Grail being a white label, the sign that the product had not been commercialized.