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In 1907, car salesman John Hertz looked at his surplus of traded-in cars and decided to start a taxicab business. Since taxis need to stand out in a sea of cars, Hertz reportedly commissioned a study to determine which color was easiest to spot at a distance. The answer was yellow. His Chicago Yellow Cab Company was the first taxicab service to use that now-familiar moniker. However, these days not all Yellow Cabs are yellow cabs. In 1923, Hertz expanded his automobile empire by purchasing a car-rental business from Walter
L. Jacobs. Although this particular company was acquired by General Motors a few years later, it was only the beginning for Hertz's rental cars and his affinity for yellow. In fact, when the entrepreneur established the Hertz Corporation in 1953, he used yellow in the new logo.
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