Canva has proposed organizing and funding a nationwide design competition to create a new visual identity for Pakistan International Airlines (PIA), inviting Pakistanis to help reshape the airline’s brand following its privatization.

In a LinkedIn post, Ahmed Iqbal, Canva’s General Manager for the Middle East, North Africa, Afghanistan, and Pakistan, said the company is seeking to connect with PIA’s management to discuss the proposal.

The initiative would invite designers from across the country to develop PIA’s new logo, brand guidelines, aircraft livery, and relaunch campaign. Canva also plans to offer substantial prize money to winners.

“Designed by Pakistanis, for Pakistan,” Iqbal wrote, describing the competition as an opportunity to restore public confidence in the national carrier while showcasing local creative talent.

Highlighting PIA’s legacy as one of the region’s pioneering airlines, he said the carrier’s new chapter presents a chance to revive Pakistan’s design heritage through a community-driven rebranding effort.

To demonstrate the concept, Iqbal shared mockups of PIA aircraft featuring Ajrak-inspired artwork, created using Canva and Affinity, the company’s professional creative software. He noted that the designs were produced by a non-designer, suggesting the results could be even stronger through a nationwide competition.

The proposal drew mixed reactions on LinkedIn. While many users praised the idea for promoting Pakistani culture and giving local designers national exposure, others questioned the practicality of elaborate aircraft liveries.

Some commenters noted that darker or heavily painted aircraft can add weight, absorb more heat, and increase operating and maintenance costs. Others pointed out that most commercial airlines use predominantly white liveries because they are more cost-effective and easier to maintain.