Canva has proposed organizing and funding a nationwide design competition to rebrand Pakistan International Airlines under its new ownership structure, inviting members of the public to take part in shaping the national carrier’s revised identity. Ahmed Iqbal, Canva’s General Manager for the Middle East, North Africa, Afghanistan, and Pakistan, outlined the proposal in a LinkedIn post, saying the company was looking to connect with PIA’s leadership to discuss the idea further. According to Iqbal, the initiative would cover the redesign of PIA’s logo, brand guidelines, aircraft livery, and an accompanying relaunch marketing campaign.
Iqbal described the proposal as an opportunity to help rebuild public trust in the airline, framing the competition around the idea of a rebrand designed by Pakistanis for the country’s national carrier. He said Canva was prepared to commit significant prize money to the competition, positioning it as a way to involve everyday citizens in shaping how the airline presents itself following its change in ownership. As part of the pitch, Iqbal referenced PIA’s earlier standing as a pioneer in regional aviation, suggesting the airline’s transition into a new ownership structure in 2026 presented an opportunity to revisit its visual identity while drawing on Pakistan’s design and cultural heritage.
To illustrate the concept, Iqbal shared images of PIA aircraft featuring designs inspired by Ajrak patterns, created using Canva and its subsidiary creative platform Affinity by an individual without a professional design background. He suggested that a nationwide competition could produce a wider range of creative concepts if opened to the public at scale. The proposal generated discussion among industry professionals and members of the public on LinkedIn, with some questioning the practical implications of elaborate aircraft paint schemes, including concerns about added aircraft weight, increased fuel consumption, and higher heat absorption from darker color schemes that could affect cooling requirements.
Other commentators expressed support for the idea, viewing it as a potential opportunity to tap into a broader cultural revival taking shape in Pakistan and to give young designers a platform to showcase indigenous art and design traditions through a high visibility national project. Several observers also noted that commercial aircraft are typically painted in lighter colors for maintenance, cooling, and lifecycle cost reasons, and cautioned that any redesign effort would need to balance aesthetic ambitions with operational and engineering considerations. As of publication, PIA’s leadership had not issued a public response to Canva’s proposal, and no formal agreement or timeline for a competition has been announced.
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