Pentagram: Innovative Sound Design - Cutting Through the Noise

The Silent Revolution: Sound Design in Electric Vehicles

Electric vehicles (EVs) operate with significantly fewer moving parts than traditional combustion engine cars, resulting in remarkably quiet operation. This inherent silence raises safety issues, as drivers rely on auditory cues to gauge speed and pedestrians may not detect an approaching vehicle.

Regulatory Responses and Branded Sounds

In 2019, authorities in both Europe and the United States mandated that EVs be equipped with warning sounds. However, the selection of these sounds was left to the discretion of the vehicle manufacturers.

Many automakers have viewed this new regulation as an opportunity to establish a unique brand identity and generate marketing interest. This has led to collaborations with renowned musicians to compose the sounds of electric engines.

For instance, Hans Zimmer developed a Blade Runner-inspired soundscape for BMW’s i4 electric sedan. Interestingly, the band Linkin Park is also contributing to the creation of EV sounds for BMW vehicles.

The Importance of Psychological Impact

Yuri Suzuki, a sound designer and partner at Pentagram, recently led a research project exploring the critical role of sound in EV user safety, enjoyment, communication, and brand perception.

Suzuki emphasizes that prioritizing celebrity endorsements over thoughtful design is a misstep when engineering sounds for complex machinery. He stated, “We really have to design carefully based on the psychological effects on a human.”

He believes that sound design should foster a connection between the human driver and the machine, establishing a shared communicative language.

Skeuomorphic and Adaptive Sound Design

Based on his research, Suzuki developed two novel skeuomorphic electric engine sounds, alongside adaptive sounds that respond to the time of day and driving location.

These engine sounds mimic the familiar revving of internal combustion engines, providing a recognizable indication of speed changes for both drivers and pedestrians.

The sounds are presented at varying pitches – one resembling a spaceship launch, the other akin to a hovercraft ascending. Other manufacturers, including Audi, Ford, and Jaguar Land Rover, are also incorporating futuristic imitations of gasoline engines into their EVs.

AI-Powered In-Car Sounds

Suzuki’s design extends to in-car sounds, such as power-on sequences, turn signals, and horn honks, utilizing artificial intelligence (AI) to adjust to the time of day.

Morning sounds feature higher pitches and a more energetic quality, gradually decreasing in pitch as the day progresses.

Furthermore, the system leverages machine learning to integrate with the user’s calendar, tailoring the soundscape to the specific activity, whether commuting to work, running errands, or enjoying a leisurely drive.

Upon reaching a destination, sounds reminiscent of video games are activated.

The Case Against Driver Customization

While some manufacturers offer drivers the ability to customize their vehicle’s sounds, Suzuki cautions against this approach.

He argues that individuals are likely to prioritize aesthetic appeal over functional utility, potentially creating a chaotic and unsettling sound environment in urban areas. He draws a parallel to the early days of customizable cellphone ringtones, but on a much larger and more disruptive scale.

“We suggest a pre-set sound that gradually changes as it shifts to your life and activity pattern,” Suzuki explained. “Our AI can slowly adjust its sound to the driver’s behavior.”

Real-Time Sound Generation and Future Applications

Suzuki’s AI-driven car sounds are designed to avoid repetition, offering a dynamic auditory experience even on extended journeys.

The system can generate bespoke sounds in real-time, a feat nearly impossible for human composers. It utilizes the data from the original engine sound but can sustain variation for hours without repeating patterns.

Currently, Pentagram is focused on disseminating its research to the EV and sound design communities and seeking a suitable automotive partner to further develop this project.

Suzuki notes the lack of established sound guidelines and expresses interest in contributing to their creation. “The first step for us is sharing the kinds of things we can do with AI and sound design.”