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The guild-master is in one of the shops
Iron-forge: This dwarf city has a lot in common with Under-city. It too is a circle with an inner and outer ring much Ragnarok online zeny like Under-city but done in typical dwarven flair. The guild-master is in one of the shops in the inner ring.
Darnassus: The night-elf city has a much different look and feel to it than most players are used to. It is done very well in the motif of the night elf. The guild-master is not far from the main entrance to the city.
If all else fails and you cannot locate the NPC easy, ask a guard. If you pass your mouse over a guard and the talk/thought bubble comes up then you can talk to that guard and get directions. Click on the guard and select the appropriate category. He will then mark your map with a small red flag to show you were to go.
Once you have located the guild-master NPC, talk to them. A menu will popup that will include 2 or more options (some guild-masters are also tabard designers so there may be more than 2 options). One of them will be Purchase A Guild Charter. Another will be Register A Guild. You want to select the Purchase A Guild Charter option.