The Guild Master is the NPC who will let you create a Guild. In order to create a guild you need a team of 6 guildless level 20+ players, and 100,000 gold. The guild name can only be chosen upon first creation, and cannot be changed. If you wish to change it, you must disband the guild and create it again. The Team's leader will become the Guild Leader, and the remaining 5 team members will become Elders. Guild Master will also raise your guild level after reaching enough guild fame and paying a fee.