There are hundreds of great guitarists out there, so (as a collector) I'll just mention a few, and some lesser-knowns.
Jimi Hendrix remains my own fave. When you consider he only recorded for a couple years, and look at what other artists have put out over long 40+ year careers, it's even more amazing. I was recently doing some writing (& research) on his relationship with Randy (Wolfe) Calif. (for some rare live tapes). Jimi gave Randy his nickname and wanted to bring him to London, but Randy was too young at the time. This was before anyone heard of Hendrix. Randy's own work is great too (with Spirit & others). I was also listening to a fave 45 (of that era) that Jimi produced (& played on) during that time with Eire Apparent: "R&R Band." Even most Hendrix fans are unaware of it.
There's only one other guitarist of that era (65-75) that
I revere as much as Jimi...
Ollie Halsall. Originally a drummer, vibe, & keyboard player, he took up guitar late. It's criminal he's never gotten the acclaim so many others have, although (today) he IS well appreciated by many professionals (from XTC to Cheap Trick). He did his best work with the band Patto, but worked with many artists & bands later. He never used ANY effects. And he produced an (emotional) response that (I find) only a few (rare) musicians had... like John Coltrane.

As much as I like many other (Gtr based) bands of that era... Led Zep, Cream, Free, etc), Patto tops em all. Their 2'd album is as amazing (original & unique) a guitar album of that era as Jimi's first was. Jimi, Randy, & Ollie... RIP. This is from their first album:
Some other great guitarists from that era that are lesser known but worth seeking out.... Stan Webb, Tony McPhee, Peter Green, Keith Cross, Dick Thompson, Snuffy Walden, Brian Godding, Tommy Bolin.
And in European & British Jazz-Fusion & Progressive-Rock... Alan Holdsworth, Terje Rypdal, Eddy Marron, Max Sunyer, Radim Hladik & Jukka Tolonen.
For Blues... Freddy King, Johny Winter, & Shuggie Otis.
For Jazz, I always found George Barnes as having the best Pure Tone. Just beautiful stuff. There's a couple of recordings (of duets) with Bucky Pizzarelli that I still have at the top of my want list. (anyone??) I'd also recommend Pat Martino, Zachary Breaux, and Larry Coryell.
For classical there's Elliot Fisk
For "outsiders" there's Steve Tibbetts, Glenn Phillips, and
the amazing Michael Hedges (RIP).
And there's plenty of terrific young guitarists out there...
here's one (Nori Bucci) (most of her orig u-tube vids are sadly gonzo... but Google saves "deleted" stuff

).