Using the Superman logo to whip up a frenzy of anticipation, the movie poster pioneer Bob Peak’s subtle yet powerful design for Richard Donner’s seminal 1978 film is a classic example of how less can be more. The logo itself takes up only a fraction of the image but its impact is one of bewitching wonder. The stark tagline, ‘You’ll believe a man can fly’, focuses attention on the draw of the then-ground-breaking and breathtaking special effects, but it’s the implication that Superman is somewhere up in the clouds that gives the poster both its immediacy and longevity.