Meet the 26-Year-Old Black Woman Who Designed This Year’s Super Bowl Logo

Tahj “Queen Tahj” Williams, a New Orleans-based artist known for her expressive Black Masking technique, has made history as the first artist to handcraft the Super Bowl logo and theme art, rooted deeply in her hometown’s Indigenous and African heritage.

As a prominent member of the Golden Eagles Tribe, Williams was inspired by her uncle and a female tribe leader, or “queen,” to pursue the art of Black Masking, a formative part of her identity. “The first time I saw a queen, it changed my whole world. I knew then that I would embrace this culture for life,” Williams shared.

Black Masking suits, which are intricately designed and can take a year to create, are central to celebrations like Mardi Gras when people of color were historically excluded from mainstream festivities.

Williams’ Super Bowl LIX theme art uniquely blends traditional Black Indian suit and headdress motifs with football imagery, featuring vibrant feathers and colorful, architecture-inspired swirls.

“Every suit is different because each tells its own story,” Williams explains, underscoring the personalized nature of each piece.

Her designs have not only decorated digital game tickets and the official Super Bowl LIX program cover but also the exterior of the Hyatt Regency New Orleans. Beyond representing another corporate logo, Williams sees her collaboration with the NFL as a platform to highlight her heritage and promote Black Masking art.

She views it as an opening for future Black female creatives in major corporate settings.

“What I hope comes from this is seeing other local artists, other small artists, other Black women, get these kinds of big opportunities, and I hope this doesn’t just stop with me,” says the New Orleans native, emphasizing the importance of recognizing local talent in large-scale projects.

Regarding how she landed this groundbreaking NFL project, Williams revealed, “The NFL slid into my DMs. It seemed casual at first, but the magnitude became clear during our first Zoom call.” She also mentioned her unique connection to football, having been the captain of her middle school football team and the only girl on the team.

Seeing her designs showcased during the Super Bowl, especially on New Orleans landmarks, has been an overwhelming experience for Tahj “Queen Tahj” Williams. “It’s indescribable,” she says, reflecting on her deep ties to New Orleans culture.

“It’s always been about New Orleans for me, and it always will be.” Williams is content with whatever opportunities come from this exposure, but remains dedicated to her art and traditions, particularly enjoying Mardi Gras celebrations.

As for the Super Bowl weekend, Williams is excited about the community festivities, including the parade and media party, and hopes to see traditional bead throwing. A die-hard Saints fan, she cheerfully invokes the local cheer, “Who Dat?” to express her support.

Williams is also looking forward to the half-time show by Kendrick Lamar, though she admits a slight disappointment that Lil Wayne, a fellow New Orleanian from her neighborhood of Holly Grove, won’t be performing.

When asked about her favorite Super Bowl half-time show, Williams doesn’t hesitate to mention Beyoncé, sharing a light-hearted anecdote about her devotion to the star, including a blind purchase of Beyoncé’s perfume.

For visitors to New Orleans, Williams recommends immersing in the local culture through events like second lines, visiting the Backstreet Cultural Museum in Treme, and indulging in local treats like beignets and crawfish.

She emphasizes the importance of experiencing the unique aspects of New Orleans life, from its music and food to its vibrant street culture.