Russian art director Maxim Balabin frequently uses Cera for his cover designs at Popcorn Books. In an interview with the type.today Journal, he gives straight to the point insights:
In our book economics, 40$ for a font license is a huge amount of money. Therefore, for buying a typeface, you had to commit to apply it to another several books … Mostly all typefaces were purchased with a view to utilising them for the next books as well.
This is the reason for his decision in favour of the multipurpose Cera:
There is the Popcorn Books imprint, who publish fiction books for teenagers. And you immediately understand that what you need is geometric sans serifs — ’cause the young adult book won’t be young adult without a geometric sans serif. You won’t be able to do anything without a round O — there always has to be the round O. That’s just how this audience is, and such typefaces will easily hit the right note. You take Cera — a super usable sans, without any specific character, — and buy its various styles. Each of them is then used endlessly. Such expenses are insignificant, as they are divided by twenty books.
Cera is used in various weights, including some of Cera Condensed, often in all caps. It’s paired with illustration and sometimes additional lettering.
