Canva has proposed organising and funding a nationwide design competition to help rebrand Pakistan International Airlines (PIA), inviting Pakistanis to create a new visual identity for the national carrier as it enters a new phase under its new ownership.
In a LinkedIn post, Canva General Manager for the Middle East, North Africa, Afghanistan and Pakistan, Ahmed Iqbal, said the company is seeking to engage with PIA’s leadership to discuss the initiative. The proposed competition would invite designers from across the country to develop a new logo, brand guidelines, aircraft livery and a marketing campaign for the airline’s relaunch. Iqbal said Canva would fund the competition and offer substantial prize money, describing it as an opportunity to rebuild public trust in the airline while celebrating Pakistan’s creative talent.
Highlighting PIA’s legacy as a pioneer in regional aviation, Iqbal said the airline’s transformation presents an opportunity to revive Pakistan’s design heritage and national pride. He shared concept images of PIA aircraft featuring vibrant Ajrak-inspired artwork, created by a non-designer using Canva and Affinity, and said the results demonstrated what could be achieved if creative minds across the country were invited to participate.
The proposal generated mixed reactions on LinkedIn. Supporters welcomed the idea, saying it could promote Pakistan’s rich cultural heritage, inspire young designers and strengthen the airline’s public image. Others, however, questioned the practicality of elaborate aircraft liveries, noting that darker colours and extensive paintwork could increase aircraft weight, maintenance costs and cooling requirements. Some users also pointed out that most commercial airlines favour white aircraft because they are more cost-effective and easier to maintain.
Despite the differing opinions, many agreed that any future rebranding of PIA should strike a balance between showcasing Pakistan’s cultural identity and meeting the operational and economic requirements of a modern airline. – ERMD