Rural Industries | 1941

Rural Industries, 1941, by Lester Beall

This striking poster features a black-and-white photograph of a rural worker operating an industrial circular saw, overlaid on a bold background of red and white stripes. A blue banner cutting across the composition bears the words “Rural Industries” in white, with additional text at the bottom promoting the U.S. Department of Agriculture’s Rural Electrification Administration (REA). The contrast between photography and graphic elements creates a modern, eye-catching design that emphasizes progress, industry, and the transformative power of electrification in rural America.

The poster was created in 1941 as part of the REA’s campaign to promote the benefits of rural electrification. Established in 1935 during the New Deal, the REA aimed to bring electricity to America’s farmlands, improving productivity and quality of life. Before electrification, many rural areas relied on outdated, labour-intensive methods for tasks like woodworking, irrigation, and food preservation.

Lester Beall (1903–1969) was a pioneering American graphic designer known for his innovative use of photography, typography, and bold colours. Influenced by European modernism and the Bauhaus movement, Beall became one of the first American designers to fully embrace graphic design as a tool for public communication. His work for the REA is particularly celebrated for its clarity, simplicity, and effectiveness in conveying complex ideas to a broad audience.