Blue was an adventure travel magazine, founded in 1997 by Amy Schrier

Amy Schrier

At age 28, Amy Schrier founded Blue, the Adventure Lifestyle magazine in 1997. She was Publisher/Editor-in-Chief of the magazine from 1997-2003. Blue won awards including American Society of Magazine Editors' Top 40 Magazine Covers of the Past 40 years and Life Magazine Best Magazine Photos of the...

, with David Carson

David Carson (graphic designer)

David Carson is an American graphic designer. He is best known for his innovative magazine design, and use of experimental typography. He was the art director for the magazine Ray Gun. Carson was perhaps the most influential graphic designer of the 1990s...

 as the original design consultant. Its focus was on global Adventure travel. It was published in New York

New York

New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...

 and is now out of print.

The cover of its first issue was included in a list of the Top 40 magazine covers of the last 40 years by the American Society of Magazine Editors

American Society of Magazine Editors

The American Society of Magazine Editors is an industry trade group for editors of magazines published in the United States. The group advocates on behalf of member organizations with respect to First Amendment issues, and serves as a networking hub for editors and other industry employees...

.
And in 1999 Life Magazine listed it in the Best Magazine Photos of the Year.
The New York Times characterized it as "not your father's National Geographic."