Canva has proposed organising and funding a nationwide design competition to rebrand Pakistan International Airlines (PIA), inviting Pakistanis to help shape the national carrier’s new identity under its new ownership. In a LinkedIn post on Monday, Canva General Manager for the Middle East, North Africa, Afghanistan and Pakistan, Ahmed Iqbal, said the company was seeking to connect with PIA’s leadership to discuss the proposal.
Iqbal said the initiative would include the redesign of PIA’s logo, brand guidelines, aircraft livery and relaunch marketing campaign, describing it as an opportunity to rebuild public trust in the airline.
“Designed by Pakistanis, for Pakistan,” he wrote, adding that Canva was prepared to invest “big prize money” for the competition.
Canva is a free web-based design platform that allows users to easily create professional visuals, such as social media graphics, presentations, and posters, without advanced skills. Recalling PIA’s historic role as a regional aviation pioneer, Iqbal said the airline was beginning a new chapter in 2026 and that involving the public in its transformation could help revive Pakistan’s design heritage and national pride.
Attaching two images of PIA aircraft heavily painted in rich colours of Ajrak, which he said was designed by a non-designer using Canva and Affinity, he said “imagine what a whole country could do”. Affinity is a professional creative suite and subsidiary of Canva.
The proposal sparked debate among LinkedIn users, with some questioning the practicality of elaborate aircraft designs.
One user argued that excessive paint could increase aircraft weight and operating costs, while others pointed out that darker colours may absorb more heat and increase cooling requirements. Several users, however, welcomed the idea, saying it could tap into a growing cultural revival in Pakistan and encourage young designers to showcase indigenous art and heritage. Others noted that aircraft are typically painted white due to maintenance, cooling and lifecycle cost considerations, and stressed that any redesign should balance aesthetics with operational efficiency.