The film, Star Wars, premiered on May 25, 1977. To celebrate its 36th anniversary, I’m examining the evolution of the film’s logo.
During the film’s pre-production, a decal (below) was produced. In the first Official Star Wars Fan Club newsletter, reprinted in the Star Wars Scrapbook (Chronicle Books, 1991), there was an explanation about the decal by Ralph McQuarrie, who did the art:
...“It was done as a symbol for the film—to go on film cans and letters. George [Lucas] had had one for American Graffiti, and wanted one for Star Wars.”
...“It was done while we were working on costumes,” said McQuarrie. “This was how we first pictured Han Solo. It could be a sort of Luke character, but I think it’s more like Han. Anyway, George decided that Han Solo should be a more relaxed character, and his costume was changed. But this decal was designed before the change."
At the time the original title was The Star Wars. To my eye, the font on the decal is Futura Display. Below is a detail from a page in the Photo-Lettering’s One Line Manual of Styles with samples of Furtura Display and Futura Display Open. The letter “T” was modified to close the gap with the “H” and “A”.
1976 San Diego Comic Con; the text credits Joe Johnston for the lettering
From the book, The Art of Star Wars (Ballantine Books, 1979), are some of McQuarrie’s concepts for the film poster with the Johnston logo.
Lucas referred to the crawl used in the Flash Gordon and Buck Rogers serials. The same crawl was used in The Green Hornet serial.
...Though the poster contained no painted imagery, it did introduce a new logo to the campaign, one that had been designed originally for the cover of a Fox brochure sent to theater owners….Suzy Rice, who had just been hired as an art director, remembers the job well. She recalls that the design directive given by Lucas was that the logo should look “very fascist.”
“I’d been reading a book the night before the meeting with George Lucas,” she says, “a book about German type design and the historical origins of some of the popular typefaces used today—how they developed into what we see and use in the present.” After Lucas described the kind of visual element he was seeking, “I returned to the office and used what I reckoned to be the most ‘fascist’ typeface I could think of: Helvetica Black.”
Inspired by the typeface, Rice developed a hand-drawn logo that translated well to the poster campaign, and ultimately to the movie itself. “I did have the screen in mind when I drew the logo originally,” explains Rice, who “stacked and squared” the words to better fit the brochure cover. It was an aesthetic choice that has lasted nearly three decades.
The now-familiar “S” ligature extensions that Rice drew were modified a bit after Lucas “remarked that it read like ‘Tar Wars,’” says Rice. “He asked me to make some revisions on the leading and concluding ‘S’”
A caption in The Star Wars Poster Book explained how Johnston revised the Rice logo:
The second version of the Advance poster on regular paper features the standardized “W” used today. The modification was made by ILM conceptual artist Joe Johnston after it was decided that the original didn’t work well in the pan shot that was initially planned for the opening credits
Above are the Rice logo (top) and the Johnston revised logo (bottom).Johnston redesigned the “W”, widen the other letters and increased the letter-spacing. His version of the Rice logo was used in the film.
DAK: You’ve been credited as letterer of almost every series Marvel publishes, at one time or another, Jim. What are some of your uncredited works?
DAK: No one had any idea.
Jim: At the same time, we were working on the comic adaptation. I lettered the first issue, and I had no idea what that was about, either. The next thing I knew, the Star Wars logo was being used everywhere, from newspaper ads to some of the promotion and merchandizing materials.
DAK: You did that logo for Marvel and it ended up on all the Star Wars stuff?
Jim: Yeah. It was kind of a surprise to me, because I didn’t give it much thought. I was either working on staff or just there that day. I made a few significant changes, but it was basically their design and I Marvelized it, let’s put it that way.
DAK: Which one do they use now on posters?
Jim: I think it’s my logo. I don’t recall seeing the one they probably spent a couple thousand dollars on.
DAK: And you did yours for...
Jim: Twenty-five dollars. Things have changed since then. Now the financial situation is a lot different….
In the interview, I believe Novak was referring to the Rice logo. In the first Star Wars issue, all the letters are separated and bolder in stroke width. The major change was the design of the letter “W”. In the next issue, the horizontal strokes of the “ST” and “RS” were reconnected (Return of the Ligatures), as Rice had originally designed. That was done, I believe, for trademark reasons.
Credit for the Star Wars logo belongs to Suzy Rice. First there was her original design. Second, Joe Johnston revised her logo for the film. And third, there was her original logo with the revised “W”, which can be traced to Jim Novak, whose contribution, although minor, was significant.
The research for this post was made easier by the chronology and treasure trove of images at Star Wars Pre-Release Collectibles. Special thanks to my brother, Allen, for use of his Star Wars collection.
Alex Jay is a graphic designer. This post was republished with permission from his blog, Tenth Letter of the Alphabet.