Year: Early 1900s
Ever wonder why New York taxis are all yellow? It's because John D. Hertz, an enterprising immigrant from Hungary, discovered through his own researches that bright yellow is the color most quickly identified against a busy background. Beginning in 1915, Hertz founded the Fifth Avenue Cab Company in New York, the Yellow Cab Company in Chicago, and the nationwide Hertz Auto and Truck Rental businesses. Until he sold his interests in these companies in the 1940s, he maintained a virtual monopoly on the "pay-to-ride" / "pay-to-drive" industry in the Northeast and Midwest. Yellow became, and remains, the traditional color for taxis.