I am not sure cause it is hard to see but i am thinken Saulosi Mbuna (Pseudotropheus saulosi) i used to have one and if it is a male then it started out more yellow and will tranform into this
Looks a bit like a iodotropheus sprengerae(rustie cichlid) by the pic. They are a rust color with a hint of purple on their sides. Does this sound like your fish?
I have a fish just like that but in the pic that u gave it seems to have a little more blue my lfs sold them as red zebras even tho there arent orange more of a rust that is just my guess dont know if its right tho
I agree, it does look most like some Rusty photos i searched out. It may be a female as well, no egg spot on anal fin.
Thanks for all your replies, in any case another Petco rescue complete.