Queen Tahj Makes History As The First Artist And Black Woman To Hand-Craft The Super Bowl Logo And Theme Art
It’s deeper than a pretty logo – this is culture, tradition, and Black girl magic
When you think about New Orleans, one of the first things you should think about is its rich Black culture. So, what’s a Super Bowl in New Orleans without a fusion of Black culture?
Year after year we see a multitude of partnerships with the NFL for the Super Bowl, but for Super Bowl LIX, a different type of history has been made. When planning for 2025, the NFL’s design team reached out to the artist Tahj “Queen Tahj” Williams to partner with her for the design of the logo for Super Bowl LIX – making her the first-ever artist, and Black woman, to hand-craft the logo and theme art for the Super Bowl. This momentous opportunity is not only a personal achievement for Williams, but also a major cultural moment – one that shines a global spotlight on New Orleans’ Black Masking tradition. At the age of 26, Queen Tahj is continuing tradition, making history, and opening doors – the very epitome of Black girl magic!
Williams, a queen of the Golden Eagles Mardi Gras Tribe, is celebrated for her beautifully expressive and intricate Black Masking technique. She was introduced to Black Masking culture at a young age by her uncle, and her own Black Masking aspirations were sparked when she saw a tribe queen for the first time. The Black Masking Indian culture is a historic subculture of New Orleans with traditions dating back to the 1800s when Native Americans helped provide refuge to runaway slaves. Black Masking culture pays homage to both the enslaved ancestors and their friendship with Native Americans. When African Americans were banned from participating in the mainstream Mardi Gras that happens on St. Charles, they made their own celebration in their own neighborhoods – a tradition we continue to see today among the more than 40 Black Masking Indian tribes in New Orleans.
Williams’ beaded logo design draws from Black Masking culture and encompasses fleur-de-lis inspired details with red and green swirls and hints of pink. With the logo and theme art, Williams wanted to create something that portrayed the most authentic representation of the New Orleans Black Masking culture. “My approach to creating the Super Bowl logo is actually the same approach I take with making my suits– what story do I want to tell and how I want people to feel [and] react when they see it for the first time,” said Williams.
When the NFL slid into Williams’ DMs, they knew she was the perfect artist for this opportunity because her work authentically honors and celebrates New Orleans’ cultural roots and vibrant spirit. What they didn’t know, however, was that their choice was even more aligned, as she also has a deep connection to football. When she was in middle school, Williams wasn’t just the only girl on their football team; she was also the team captain. Her time as a football player taught her to focus on her dreams without worrying about what society thinks is for girls or boys. With that, it’s safe to say that she has been the epitome of history-making Black girl magic since childhood.
For Williams, her Super Bowl logo and theme design is more than just a collaboration – it is her “love letter to New Orleans.” With this historic opportunity, she is spotlighting her New Orleans heritage and Black Masking culture while carrying hopes of opening doors for other artists to receive similar opportunities. Williams’ Super Bowl LIX logo will be displayed throughout New Orleans during game week and can be seen on digital game day tickets, the official program cover, and an exterior installation at the Hyatt Regency New Orleans.
For anyone visiting New Orleans for Super Bowl LIX, take a moment to look beyond the game – because what you’ll find is a city filled with culture, tradition, creativity, and overall Black excellence.
