Public Invited to Shape New Identity of National Airline
Canva has proposed organizing and funding a nationwide design competition to rebrand Pakistan International Airlines (PIA), inviting Pakistanis to help shape the carrier’s new identity under its new ownership. In a LinkedIn post, Canva’s regional General Manager Ahmed Iqbal said the initiative would cover the redesign of PIA’s logo, brand guidelines, aircraft livery, and marketing campaign, describing it as a chance to rebuild public trust. He added that the competition would be “designed by Pakistanis, for Pakistan,” with big prize money offered to encourage participation.
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The proposal has sparked debate online, with some praising the idea as a way to revive Pakistan’s design heritage and national pride, while others raised concerns about the practicality of elaborate aircraft designs. Critics noted that darker or heavily painted liveries could increase weight, fuel costs, and cooling requirements, while supporters argued it could showcase indigenous art and culture.
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Iqbal highlighted PIA’s historic role as a regional aviation pioneer and said involving the public in its transformation could mark a new chapter for the airline in 2026. Sharing sample images of aircraft painted in Ajrak patterns, he suggested that a nationwide effort could produce designs that reflect Pakistan’s identity while balancing aesthetics with operational efficiency.
