from Wikipedia:

His Master's Voice was the unofficial name of a major British record label created in 1901 by The Gramophone Co. Ltd. The phrase was first coined in the late 1890s as the title of a painting depicting a terrier-mix dog named Nipper listening to a wind-up disc gramophone.

The trademark image comes from a painting by English artist Francis Barraud and titled His Master's Voice. It was acquired from the artist in 1899 by the newly formed Gramophone Company and adopted as a trademark by the Gramophone Company's United States affiliate, the Victor Talking Machine Company. According to contemporary Gramophone Company publicity material, the dog, a terrier named Nipper, had originally belonged to Barraud's brother, Mark. When Mark Barraud died, Francis inherited Nipper, along with a cylinder phonograph and recordings of Mark's voice. Francis noted the peculiar interest that the dog took in the recorded voice of his late master emanating from the horn, and conceived the idea of committing the scene to canvas.