In San Francisco in 1966, a young man named Stewart Brand handed out a button reading “Why haven’t we seen a photograph of the whole Earth yet?” Two years later, the NASA image of the Blue Planet illustrated the cover of the first issue of the Whole Earth Catalog. The image of the Blue Planet emerged as a new universalist icon emblematizing the Whole, it replaced a different image that had dominated during the post-war years: the atomic mushroom cloud. The Whole Earth Catalog featured the image of the Blue Planet on each of its numerous issues.
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