The artwork “Rubbers of Rezinotrest” by Alexander Rodchenko created in 1924 is a poster representing the Constructivism art movement. This genre of art is often characterized by abstract graphical elements and a utilitarian approach that was prevalent in Soviet Russia during the early 20th century.
The poster features bold, contrasting colors with a dominant orange background and the use of black, white, and gray shapes and text. At the center, there’s an image of a camel in silhouette, which goes well with the color palette and adds an exotic or regional flair to the product being advertised. Overlaid on the camel is an image of a shoe’s sole, suggesting the use of rubber. The text is integrated with the visual elements in a manner that is typical for Constructivist designs, where typography is an essential part of the overall composition, often used to convey a powerful message or to draw attention to the product or idea being promoted.
The typography appears to be in Arabic script, which can indicate that the poster was targeting Arabic-speaking regions, possibly as part of an advertising campaign for the Russian state rubber trust known as Rezinotrest, which suggests that the rubber products from this company would be as sturdy and reliable as a camel – creatures known for their ability to endure harsh conditions. The emblem at the top of the poster signifies the brand being advertised. This piece is a clear example of how art was used during that era to serve the purposes of commerce and government, embodying the principles of Constructivism.
