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Meet Vivo Performing Arts

Welcome to Vivo Performing Arts

A new name and look for Celebrity Series of Boston

Learn about the why and how of our name change and new look

What's new

A new rhythm for Boston launched in January 2026, when Celebrity Series of Boston, founded in 1938, debuted as Vivo Performing Arts.

Why Vivo Performing Arts?

It's a name that clarifies our purpose, putting live performing arts events center stage. Drawn from the same root word as vivacity and joie de vivre, it's evocative and explanatory at the same time. 

The new brand supports our artists with a vivid palette of colors and symbols to give each event its own unique look and feel. The name is inclusive of artists at all career stages and all audiences.

The new name grows out of our Strategic Plan and in-depth conversations with artists, audience members, artistic and community partners, supporters at all levels, and arts attendees (and not!) in the general public.

Our agency partner for the 18-month rebranding project was the Boston-based Colossus Creative Co., AdAge's Small Agency of the Year in 2024.

Mission, Vision, and Values

What won't be changing? The mission, vision, and values that we adopted in 2024 will endure, and informed the development of the Vivo Performing Arts brand and identity.

Our Mission

To enrich and inspire our community through exceptional live performances.

Our Vision


We envision a community of Greater Boston where the performing arts are a valued, life-long, shared experience—on stages, on streets, in neighborhoods—everywhere.

Our Values

in a multicolored stack of blocks: collaboration, curiosity, equity, integrity, joy

Meet Vivo Performing Arts

Inspired by live performance

Vivo Performing Arts shares a root with vivacity, molto vivace, and joie de vivre. Simply “I live” in Spanish and Italian, our new name evokes growing, thriving, lasting. It’s a name that puts our purpose in the spotlight: we present live events that move, connect, and inspire audiences. We make the arts come alive.

Our Brand

The new logo is organic and hand-painted, reminding us that each performance, and the audience that gathers to experience it, is one of a kind. The logo is paired with a vivid palette of colors and hand-painted symbols and abstract doodles that you’ll see in almost every combination.

a grid of abstract doodles and hand-painted symbols of instruments
in vivid purple with an orange starburst, the hand-painted logo of Vivo Performing arts

An Enduring Legacy

Our 87-year history informed where we are and how we got here. The new name honors our artist relationships across all genres and career stages, not just the biggest names. The new look infuses our brand with life and energy, clarifying our purpose for current and future audience members.

a black and white photo of founder aaron richmond at his piano desk
alvin ailey american dance theater in the finale of revelations

New Color and Energy

The new logo is organic and hand-painted, reminding us that each performance, and the audience that gathers to experience it, is one of a kind. The logo is paired with a vivid palette of colors and hand-painted symbols and abstract doodles that you’ll see in almost every combination.

Check out the Brand Book