Key Takeaways
- Canva has proposed a national competition to redesign Pakistan International Airlines (PIA).
- The initiative aims to involve the public in shaping PIA’s new identity under its new ownership.
- Canva plans to invest significant prize money for the winning designs.
Canva, a leading design platform, has proposed organizing and funding a nationwide competition to rebrand Pakistan International Airlines (PIA). In a LinkedIn post on Monday, Canva General Manager for the Middle East, North Africa, Afghanistan and Pakistan, Ahmed Iqbal, outlined the proposal. The initiative aims to engage the public in designing PIA’s new logo, brand guidelines, aircraft livery, and relaunch marketing campaign.
Iqbal stated that the competition would be an opportunity to rebuild public trust in the airline and revive Pakistan's design heritage and national pride. He emphasized, 'Designed by Pakistanis, for Pakistan,' highlighting Canva's commitment to involving local talent in this transformational process.
To illustrate his point, Iqbal shared images of PIA aircraft heavily painted in rich colours of Ajrak, a traditional textile pattern, which he said were designed using Canva and Affinity. He encouraged the public to imagine what a whole country could achieve through such an initiative. Affinity is a professional creative suite and subsidiary of Canva.
The proposal has sparked debate among LinkedIn users. Some questioned the practicality of elaborate aircraft designs, arguing that excessive paint could increase aircraft weight and operating costs. Others pointed out that darker colours may absorb more heat, increasing cooling requirements. However, several users welcomed the idea, suggesting it could tap into a growing cultural revival in Pakistan and encourage young designers to showcase indigenous art and heritage.
Iqbal also noted that PIA is beginning a new chapter in 2026 and that involving the public in its transformation could help revive Pakistan's design heritage and national pride. He added, 'We are prepared to invest big prize money for the competition,' indicating Canva’s commitment to making this initiative successful.
While some users expressed concerns about operational efficiency, others highlighted the importance of balancing aesthetics with practical considerations. Aircraft are typically painted white due to maintenance, cooling, and lifecycle cost considerations. Any redesign should ensure that it does not compromise these factors.
Canva's proposal reflects a broader trend in Pakistan towards cultural revival and national pride. The initiative aims to engage the public in shaping PIA’s new identity, fostering a sense of ownership and contributing to the airline’s rebirth under its new ownership.
'Designed by Pakistanis, for Pakistan'
Ahmed Iqbal, Canva General Manager for the Middle East, North Africa, Afghanistan and Pakistan
We are prepared to invest big prize money for the competition.
Ahmed Iqbal, Canva General Manager for the Middle East, North Africa, Afghanistan and Pakistan
