Checker Taxi
Fort Lauderdale, Florida

Maker: Diamond Match Div Ft Lauderdale Fla  (Ebay: Carl's Match Covers)

"Friendly" may be superseding "courteous" as a taxi selling point. In any case, the cartoon Checker driver certainly seems to personify friendliness.

Mercury Cab
Lakeland, Florida

Maker: Diamond Match Co. Tampa FL  (Matchcover Collector: Taxi & Cabs)

This company no doubt chose the Roman god Mercury as a symbol because of his reputatation as a speedy messenger. They were likely unaware of his original associations -- commerce, luck, trickery and thieves.