Even if you have never played a guitar in your entire life, you are probably familiar with the Gibson and Fender guitar brands.
These companies have existed for decades (a century for Gibson) and they are, at this point, American icons. The brands themselves, divorced from the actual products that they represent, get licensed for use adorning other products.
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Other great American manufacturers are even willing to co-brand with these companies.
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Gibson and Fender guitars are of good quality, and their ‘classic’ models are functionally/sonically very different instruments, so it makes sense that they have existed for so long in opposition as healthy competitors.
There are, of course, other classic American guitar brands. Martin guitars. Gretsch Guitars. And Guild Guitars. Martin has been around for over 150 years, and they are primarily very demure acoustic instruments.
Gretsch is a newer (80 years?) brand, and instead are known for garish electrics of varied quality but undeniable curb-appeal.
And then there is Guild. Guild never really had a strong identity. They kinda walked the line between acoustic guitars for ‘serious’ folkies and electric guitars for players looking for ‘something different.’ But I have always found them to be the best value in a used (vintage) guitar. The acoustics are a great balance of the chime of a Martin acoustic and the growl of a Gibson acoustic. I love my old Guild acoustic.
It’s much better then my Martins, and i can’t afford a good vintage Gibson, so… Guild is where it’s at for me. And the electrics combine Gibson build quality with the offbeat charm of the cheaper American vintage brands like Harmony and Valco. If you feel drawn to Harmony and Silvertone vintage electric guitars, but you need something that will actual stay in tune and play well… get a Guild.
GUITAR was (is?) a British guitar mag. I picked up a pile of back issues while on tour in England years ago. Here are some great examples of Guild’s 70’s lineup, taken from advertising in GUITAR. (other manufacturers on display in the same issues are Peavey, Ibanez, and Barcus-Berry).
-please follow the link for gallery of vintage British Guild Ads, as well as the conclusion of this piece…-
Guild had a long and complicated history as a maker. Check out the wikipedia entry for all the details, as well as lists of famous guild players (Richie Havens at Woodstock was Guild’s apex moment). Guild actually outlasted both Gibson and Fender (those brands were bought out by Investment groups in the early 80’s and revitalized), but Guild was eventually absorbed into the Fender juggernaut. I have not owned any of the Fender-made guilds, but I hope they are able to maintain some of the unique Guild qualities.