Shiprush V10 won't print label

I just installed V10 on our warehouse shipping computer, (a new installation) and configured a document and label printer (zebra 2844) Both printers printed Test Pages OK.

I setup the SQL integration, and it pulls over the data correctly. However, when I go to print the label, I get an error:
"Unable to Save Label: Unable to Identify Label Format"
and a hint to fix the problem then reprint the label.

When I go the the SHIPMENTS, and try to reprint the label, I get an "Unable to print label: assertion failed"

any ideas?