The New York yellow cab is one of the most recognizable pieces of urban design on Earth. John D. Hertz chose the color in 1907 after a University of Chicago study proved yellow was the most visible hue at distance — and the city has never let go. This system channels that saturated taxi yellow as a full-bleed page color, paired with black stencil type and checker-stripe accents that evoke medallion numbers, roof signs, and the brisk transactional energy of hailing a cab on Fifth Avenue.