No, I'm not sure he's a rusty - I think he may have been labelled that way in the store and the name stuck. I googled around for pics of rusty cichlids, and indeed I don't think it's a rusty now.
It has a body shape nearly identical to a red zebra cichlid, but he's a very dark brown.
Unfortunately, I don't have any good pictures of him from the side. I will try to get one tomorrow.