After rejecting several other ideas ...
... Lucas asked 22-year-old Suzy Rice, a recent hire at an LA ad agency, to come up with a new logo to use in a brochure for theater owners. Lucas' only direction? Make it "very fascist" -- you know, for the kids. At the time, Rice was reading a book about German fonts, and she decided the best way to heed Lucas' advice was to work with some kind of Nazi font. After settling on Helvetica Black, which evolved from the fonts used in Nazi propaganda, Rice came up with this:
While Helvetica Black isn't intrinsically Nazi-like (it doesn't have little arms doing sieg heils coming out of every letter or something), somehow Lucas' weird-ass advice inspired Rice to create perhaps the greatest movie logo of all time. All that was left to do was flatten out the "W," which some people attribute to Lucasfilm's Joe Johnston, while Marvel comics letterer Jim Novak claims he made the change for the first issue of their nutty adaptation and was paid a measly 25 bucks for it.
As for Rice, because she was only a contractor, she was told that she wouldn't receive any credit, as the end titles had already been completed -- even after they decided to use her design for the film's opening titles. It's too bad the director wasn't the type to continually go back and modify elements of his own movie; otherwise the woman who came up with the most recognizable title in film history might have received more than bupkis for her work.