The label reads "West-End," but this is the first I'm hearing of such a marque. My Google-Fu has failed to come up with anything useful...just bike shop names.
It kinda looks like the Higgins guards, but is different. The decal says West End Cycles New York. It’s an old water slide decal. I paid $17 for it, and I may use it on Higgins/Western Flyer Jet bike.
Could it be from one of the imported Higgins bikes that had cottered cranks? The decal might have been applied by a reseller, back in the day. Pure speculation.
It may be a different Higgins or maybe Murray guard. Whatever it is, it was direct bolt on on my Higgins frame (bolted in the same hole in the rear, clamped in the exact same spot in the front) , so I “aged” it a few more years and shot some clear on it and it looks great. The West End Cycles decal is another cool little feature on this is old hodgepodge bike!