At just 26 years old, Tahj “Queen Tahj” Williams has made history. The New Orleans-based artist has become the first Black woman to design the official Super Bowl logo and theme art—an iconic visual that will be displayed across the biggest stage in American sports. But this isn’t just any design. Williams’ work is a vibrant tribute to Black Masking culture, a rich New Orleans tradition that blends African, Native American, and Caribbean influences.

And if you think this is just about art, think again—Williams once captained her middle school football team. Now, she’s scoring on an entirely new field, infusing the sport with cultural depth and artistry in a way never seen before.

Source: @thequeentahj on Instagram

Bringing Black Masking Culture to the NFL’s Global Stage

The Super Bowl LIX logo and theme art will be everywhere—from digital game tickets and the official program cover to the jerseys of the Kansas City Chiefs and Philadelphia Eagles, the game ball, and even the exterior of a hotel in New Orleans, where the game will take place. For Williams, a native of the city, this moment is personal.

Black Masking traditions, also known as the Mardi Gras Indian culture, have long been a vital part of New Orleans’ history. These elaborate, hand-beaded and feathered suits—worn during Mardi Gras and other celebrations—honor the legacy of African and Indigenous resistance, resilience, and artistic expression. Williams, who grew up surrounded by this culture, has seamlessly woven these elements into the Super Bowl’s visual identity.

A Closer Look at the Design

Logo for Super Bowl LIX via SportsLogos.Net

Williams’ Super Bowl LIX logo is bursting with color, texture, and movement—hallmarks of Black Masking artistry. The bold hues, intricate patterns, and symbolic imagery all pay homage to the traditions that have defined New Orleans for generations. The design reflects not only the energy of the game but also the depth of the city’s cultural heartbeat.

One of the standout elements is the use of hand-drawn beading patterns, inspired by the painstakingly detailed beadwork found in Mardi Gras Indian suits. These elements, traditionally created with thousands of hand-sewn beads, have been digitally translated into the NFL’s branding. The result? A stunning fusion of sports and heritage, reminding the world that football, like art, is deeply connected to culture.

The NFL’s Step Toward Cultural Representation

The NFL has faced criticism over the years regarding diversity and cultural representation, but Williams’ selection marks a significant shift. In recent years, the league has made efforts to highlight Black artists, musicians, and creatives—especially following the cultural reckoning of 2020. By commissioning Williams, the NFL is amplifying a tradition that has often been overlooked in mainstream spaces.

“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,” Williams says in an interview with The Cut.

This isn’t the first time the league has collaborated with Black artists—previous Super Bowls have featured performances from Beyoncé, Kendrick Lamar, and Rihanna. However, Williams’ contribution is different. Her work isn’t just featured in the halftime show—it is the official branding of the Super Bowl itself, ensuring that Black artistry is embedded in every aspect of the event.

From the Football Field to the Canvas

Williams’ journey to this moment is just as compelling as her art. Before she was an artist, she was a young girl playing football, leading her middle school team as captain. Her love for the sport has now come full circle, but instead of tackling opponents, she’s tackling cultural representation on the NFL’s biggest night.

Williams’ impact on the Super Bowl is just the beginning. Her work is already gaining national attention, and it’s likely this won’t be her last collaboration with major brands and organizations. With this milestone, she has set the stage for more Black artists to shape mainstream culture in ways that go beyond entertainment and into branding, marketing, and storytelling.

What Do You Think?

How do you feel about the NFL embracing Black Masking culture on such a massive scale? Drop a comment below and follow Black Art Magazine for more stories about Black artists making history.

Source: The Cut, AP News