Various technologies described herein pertain to controlling an autonomous vehicle to provide indicators to distinguish the autonomous vehicle from other autonomous vehicles in a fleet. The autonomous vehicle includes a vehicle propulsion system, a braking system, a notification system, and a computing system. The notification system outputs an indicator that is perceivable external to the autonomous vehicle. The computing system receives data specifying an identity of a passenger to be picked up by the autonomous vehicle. Moreover, the computing system controls at least one of the vehicle propulsion system or the braking system to stop the autonomous vehicle for passenger pickup. Further, the computing system controls the notification system to output the indicator; a characteristic of the indicator outputted by the notification system is controlled based on the identity of the passenger to be picked up and whether the autonomous vehicle is stopped for passenger pickup.