It has been 40 years since the death of Ernesto "Che" Guevara world-renowned revolutionary and activist, captured and killed by Bolivian troops.

To this day, his iconic image remains one of the most recognized faces on earth with no sign of any end to the Che personality cult.

The bright, serious eyes stare out from the photo, with scruffy beard and trade-mark beret.

The portrait by Cuban photographer Alberto "Korda" Diaz Gutierrez has become part of world-wide pop culture, more famous than Charlie Chaplin, Marilyn Monroe or James Dean.

It sells books, t-shirts, posters, tattoos even fridge magnets.

Cartoonists make jokes about it - like Che wearing a Bart Simpson T-shirt.

Pop stars use it on album covers.

Grafitti artists stencil it on walls around the world

Part political statement and part fashion statement, the image sometimes overshadows the man who with Fidel Castro helped lead the Cuban revolution and promoted armed uprisings in Africa and Latin America until he was executed after being captured in the jungles of Bolivia.

Che traveled to Bolivia in 1966, intending to start a social revolution.

In October, 1967, he was captured, with a band of followers, by troops of the Bolivian army, acting on information allegedly provided by the United States Central Intelligence Agency.

Che, wounded in the fighting, was taken to a school in the village of La Higuera.

Then came the order to execute the captured guerrilla leader.

After years of exhaustive search, Che's remains were discovered in 1997, exhumed and returned to Cuba.

A colossal monument of the fallen revolutionary hero was erected in Santa Clara, Cuba, where his remains were reburied with full military honors.

Almost half a century after the triumph of the Cuban revolution, the island is covered with memorials to Che Guevara.

In one of the most familiar images, the massive face of Che, 5-stores tall, stares down upon Havana's Revolution Square.

Billboards, painted walls, posters and photographs can be seen in towns across Cuba. He is remembered daily by elementary school children, every morning before class promising "Pioneers for Communism. We Shall Be Like Che!"

Korda's portrait was made Havana on 5 March, 1960, when he attended a memorial service for dozens who died in an attack on an arms freighter.

Cuba blamed the incident on US-backed counter-revolutionaries.

The photo was used publicly in Cuba from time to time, eventually becoming a symbol of national pride and the basis for a drawing of Che on Cuban currency.

Alberto Granados, a friend and motorcycle companion, insists it wasn't just the picture that immortalized the man.

"He was faithful to his principles, for keeping the things he said timely, and because he did what he said had to be done, that is why Che is not outdated," he said.