The Sound of Uber
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As the global leader in mobility, delivery, and rideshare technology, Uber required a sonic identity as distinctive, dynamic, and flexible as its brand. In a competitive landscape saturated with SFX-heavy sounds, Uber partnered with amp to craft a unique sonic signature that transcends mere functionality, embodying the very essence of movement and reimagination.
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Uber, a name synonymous with effortless movement delivered with the tap of a fingertip. Every ride, every journey… each beginning with a single, decisive tap. But how could a brand so ubiquitous sound different?
Our challenge was to distill the essence of Uber into a sound as intuitive & seamless as the tap that starts the journey. Forget the literal clangs of car doors & never-ending chime of doorbells that plague the market. We needed something more to embody the brand at its core.
The answer: a physical tap. A brief, intentional motion; the meeting of a finger & glass that is so integral to every experience within the Uber brand architecture. We meticulously crafted a three-note motif: a vibrant opening interval, followed with a brief, measured pause to mirror the rider’s anticipation, ending with a swift, satisfying release – the sonic echo of the start of a journey, with a melody designed to stand apart from the sound effects heavy sea of competitors.
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Now a Red Dot-winning Sonic Identity
The Sound of Uber was first heard during the Opening Ceremonies of the ‘24 Paris Olympics in Uber's emotional "On Our Way" campaign with media coverage from AdAge, Muse By Clios, DesignRush, and more. It is now being used across all global regions and markets. The sonic identity is currently being scaled even further internally with robust sonic guidelines, and building towards a new suite of UX/UI sounds to integrate the sonic experience throughout the entire brand architecture. -
