yellow cabs Logos and Brands

Yellow cabs, which have become an iconic symbol of New York City and other American metropolises, are the focus of the “Yellow Cabs” section. New York City’s Yellow Cab, regulated by the Taxi & Limousine Commission (TLC), had about 13,000 medallions at its peak, with each medallion costing up to $1.3 million before the arrival of Uber and Lyft. The yellow body color, proposed by entrepreneur John D. Hertz in 1907 in Chicago, was chosen for its visibility from a distance. Competition from ride-sharing apps caused medallion values to plummet and led to a financial crisis among drivers. The logos in this section capture the symbolism of a mode of transportation that has become as much a part of the American cityscape as fire hydrants and street hot dogs.