{"id":191054,"date":"2023-07-11T18:04:35","date_gmt":"2023-07-11T10:04:35","guid":{"rendered":"https:\/\/www.grab.com\/sg\/?post_type=editorial&p=191054"},"modified":"2025-12-11T19:34:24","modified_gmt":"2025-12-11T11:34:24","slug":"grrrraaabb-listen-to-grabs-new-sonic-logo","status":"publish","type":"editorial","link":"https:\/\/www.grab.com\/sg\/inside-grab\/stories\/grrrraaabb-listen-to-grabs-new-sonic-logo\/","title":{"rendered":"GRRRRAAABB! Listen to Grab\u2019s new \u2018sonic logo\u2019"},"content":{"rendered":"\t\t
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If you\u2019re in a food court in Southeast Asia, don\u2019t be surprised if you catch a chorus singing \u201cGRRRAAABBB!\u201d<\/p>

You\u2019re hearing our new sonic logo. Every time a Grab merchant-partner receives a new order, their devices will ring out with the new notification sound, instead of the generic alert that they used to hear.<\/p>

The bright, harmonised vocal was designed to cut through the din of a noisy market or food court.<\/p>

And it was created kind of by chance.<\/p>

Hear it:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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An accidental opportunity<\/h5>

The team was researching a way to improve notifications because GrabFood merchants were letting orders sit for several minutes before realising that one had come in. This often created a ripple effect where delivery-partners and, eventually, consumers had longer wait times.<\/p>

We learned that one issue why merchant-partners did not prepare an order as soon as they could, was because they missed the order notification sound.<\/p>

Many small-scale Grab merchant-partners use their own mobile phones to take orders, and some needed to be shown how to turn up the ringer volume to make sure they didn\u2019t miss an order coming in.<\/p>

But besides these technical issues, the team heard an opportunity to create something special. Some food vendors said they tended to lose the Grab notification sound in the sea of other notifications that their phones made all day from messaging apps and the like.<\/p>

All the while, we were using generic tones for the notification sound. A custom notification sound could help notify the merchant to act faster, as well as carry the Grab branding.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\tWhy not use a branded notification sound and gain brand awareness when our merchant receives new orders?<\/b>\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Grab worked with a studio in Malaysia to develop this sonic logo. The aim was for it to be distinctive, and be easy to recall and sing back. It had to reflect Grab\u2019s brand identity, and cut through noisy environments on a mobile device.<\/p>

What\u2019s in a song?<\/h5>

For the music geeks, this part\u2019s for you. The jingle opens \u201cbig\u201d, with bright and multi-layered vocal harmonies, meant to create a human element that is distinctive from other synthetic notification sounds.<\/p>

The rolled \u201cR\u201d of the Grab sound also helped to inject \u201cextra playfulness\u201d, the marketing team said.<\/p>

The core melodic motif is created with a mellow chime, mimicking Asian instruments such as the angklung. The tonality echoes instruments we hear throughout the region, and were also meant to recall the sound of someone knocking on a door. This is meant to connect the listener with Grab\u2019s delivery service.<\/p>

The staccato melody helps to drive a picture of efficiency and speed, while keeping it simple and easy to remember.<\/p>

The two notes at the end provide a final touch to help the entire jingle cut through noisy environments.<\/p>

We started rolling out the new order notification sound with version 4.60 of the GrabMerchant app, and it\u2019s now available across the region.<\/p>

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