In 1907, car salesman John Hertz looked at his surplus of traded-in cars and decided to start a taxi business. Since taxis needed to stand out, the colour yellow was chosen. That was the result of a survey by the University of Chicago which conlcluded yellow was the easiest colour to spot. Hertzís Chicago Yellow Cab Company was the first cab service to use the now-familiar moniker. In fact, when the entrepreneur established the Hertz Corporation in 1953, he also used yellow in the new logo.