52 | Graphic Design Theory
Constructivism
aleksandr rodCHenko
Ad for Lengiz, the Leningrad
section of the state publishing
house, Gosizdat, 1924. The text
reads “Books on Every Subject.”
As a founding member of Russian
constructivism, Rodchenko cast
off representational art, assembling
instead a collective voice through
the abstract visual vocabulary
he established for the revolution.
As reflected in the ad above, this
language included bold planes
of flat color, asymmetric balance,
sans serif typefaces, and densely
filled space.