Uber
- Deliverables
- Audio Brand Strategy, App Sounds
- Applications
- Uber Drivers App / Uber Eats App
Uber Brand Sound
Uber enlisted us to create signature sounds for key app moments, with a focus on driver alerts and notifications. Given their functional purpose, we designed sounds that are instantly recognizable yet unobtrusive, ensuring clarity without pulling attention away from the road.
Designing the Sonic DNA
Through research, stakeholder interviews, and a brand workshop, we identified three core design principles to guide our approach. We crafted a clean, minimal, and communicative tonal palette—distinct from competitors and effective across diverse driving scenarios.
Design System
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Motion and Speed
Delay and flutter adding depth and the feel of motion
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Premium and Clear
Multilayered timbres, muted tones contrasted with brighter tones
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Sense of Reward
Melodies and timbres that give a delightful, rewarding feel
Process
We collaborated closely with the design team to ensure the sounds were both on-brand and effective across various environments. Through iterative testing in different settings—ranging from quiet to loud—we fine-tuned the sound experience to be impactful without causing fatigue.
Impact
Uber’s sounds are heard millions of times daily by drivers and passengers around the world. These iconic sounds have also played a key role in Uber’s marketing campaigns, boosting their global brand presence across TV, social media, and digital platforms.
We optimized and tested the sounds in some of the loudest areas of San Francisco to ensure that they were clear and communicative to the end user.
Uber In App Sounds
Note from client
Image, sound, and vibration were paired with alerts so that no matter how the phone is used—on a phone mount in a car, attached to the handles of a bicycle, or in a courier’s pocket while walking to deliver a meal—on-trip alerts are always easily accessible and understood.
Evelyn Kim,
Senior Design Manager, Uber
