General Electric — Edison Mazda

General Electric's Edison Mazda brand made the tungsten-filament lamp a household word in the 1910s and '20s. Its catalog pages pair the lamps with fixtures designed around their brighter, whiter light — a marketing loop that helped retire the dim carbon-filament era.

The fixture plates lean toward clean, electric-first forms: downward shades, exposed decorative bulbs, and the polished-brass holders that suited the new lamps. They are useful for dating any fixture built specifically around standardized Mazda lamp sizes.

The pages are also a window into early lighting advertising, complete with the Maxfield Parrish-style illustration that made the Edison Mazda name iconic.