Stink Studios crafts SNL UK identity from London street signage

Stink Studios has designed the visual identity for Saturday Night Live UK, drawing directly from London's urban typography. Executive creative director Rick Dodds and designer Emma Judd photographed letters S, N, and L from local chip shops, newsagents, and pub signs, vectorizing hundreds to create a unique, textured logo. The typeface Serial B Neue was chosen for its variable, expressive quality, with 'UK' set in superscript as a stamp-like sign-off. The title sequence, created with Burnermunde, assembles close-up shots of British tropes—chip shops, black cabs, corner shops, patterned pub carpets, neon signs—building momentum without revealing the full scene. The identity rolls out across title sequence, social media, merchandise, and bus sides. Stink Studios faced the challenge of matching the iconic US SNL brand while ensuring the UK version felt authentically British.