Saturday Night Live UK, which launched earlier this year, unveiled a logo designed to feel unmistakably British. The creative agency Stink Studios built the mark from hundreds of photographs of the letters S, N, and L taken from street signs around London and beyond.
The images were sourced from bus stops, sandwich shops, pubs, and other public locations, then vectorized to create a dynamic, variable brand identity. The letters were paired with the rounded sans-serif typeface Serial B Neue to ensure consistency across different uses.
Executive creative director Rick Dodds described the process as “a labor of love,” noting there are no shortcuts. “You’ve got to go through the hard work of finding them, photographing them, vectorizing them, and working out which ones work best,” he told Fast Company.
This approach gives the logo a grounded, organic feel rooted in everyday British visual culture. It signals a deliberate effort to differentiate the UK adaptation from its American counterpart while maintaining brand recognition.