Here is some more info on the safet yFirst logo
which is not on the match cover shown:

Safety First (Lion Match Co.) -- This was a popular footer wording on early Lion Match Co. matchcovers. There are five known versions of the Lion Match Co. Safety First footer. Variations in type size and style are notable differences. Lion Match Co. began using this wording on its footers in 1922 and terminated it in 1930.

This indicates that the match book was made 1917-1922 or after 1930.