Canva has proposed organising and funding a nationwide competition to create a new identity for Pakistan International Airlines under its new ownership.
Ahmed Iqbal, Canva’s general manager for the Middle East, North Africa, Afghanistan and Pakistan, announced the proposal in a LinkedIn post on Monday. He said Canva wanted to connect with PIA’s leadership to discuss the idea.
The contest would invite Pakistanis to redesign the airline’s logo, brand guidelines and aircraft livery. It would also cover a marketing campaign for PIA’s relaunch.
Iqbal presented the initiative as a chance to restore public confidence and involve citizens in rebuilding the national carrier’s image.
“Designed by Pakistanis, for Pakistan,” he wrote, adding that Canva was ready to offer “big prize money” for the competition.
Canva is a web-based platform for creating presentations, posters, social media graphics and other visual content. Its templates allow people to produce designs without advanced skills.
Ajrak concepts highlight cultural possibilities
Iqbal recalled PIA’s history as a regional aviation pioneer and said the airline was entering a new chapter in 2026. He argued that public participation could revive Pakistan’s design heritage and strengthen national pride.
His post included two concepts showing PIA aircraft covered in rich Ajrak-inspired colours and patterns. A non-designer created the images using Canva and Affinity, according to Iqbal.
“imagine what a whole country could do”, he wrote.
Affinity is a professional creative suite that Canva acquired. It provides advanced tools for graphic design, photo editing and publishing.
The proposal follows the transfer of PIA’s management control to an investor consortium led by Arif Habib Corporation. Pakistan’s Privatisation Commission completed the first financial closing in June after securing regulatory, commercial and financing approvals.
The commission called the handover a major step in the government’s privatisation programme. PIA’s leadership had not publicly responded to Canva’s proposal when the idea was reported.
Design debate focuses on cost and efficiency
The Ajrak aircraft concepts prompted debate among LinkedIn users. Some questioned whether elaborate designs would create practical problems for the airline.
One user argued that extra paint could increase aircraft weight and operating costs. Others said darker colours may absorb more heat and raise cooling requirements in hot conditions.
Aviation guidance supports some of those concerns. Finland’s airport operator Finavia says white paint reduces heat and possible solar damage. It also notes that aircraft paint adds weight and can increase fuel use.
The US Air Force previously changed a proposed dark blue design for the next Air Force One. A thermal study identified added heat concerns and the need for further qualification testing.
Several users still welcomed Canva’s proposal. They said a national contest could support young designers and reflect Pakistan’s growing cultural revival.
Others called for a balanced approach. They said any new PIA identity should celebrate indigenous art without compromising maintenance, cooling needs or lifecycle costs.
