Canva has proposed a nationwide design competition to help reimagine the brand identity of Pakistan International Airlines (PIA) following its new ownership.
The initiative aims to invite designers, artists, and creative minds from across Pakistan to contribute fresh ideas for the airline’s future, giving the public an opportunity to play a direct role in shaping its new image.
Under the proposal, participants would be invited to create a complete visual identity for PIA, including a redesigned logo, aircraft livery, brand guidelines, and a modern marketing campaign.
Canva says it is prepared to fund the competition with attractive cash prizes, encouraging talented Pakistanis to showcase their creativity while helping revive one of the country’s most iconic brands.
The company believes the initiative could help rebuild public confidence in PIA by creating a brand identity that reflects Pakistan’s culture, heritage, and modern aspirations. Concept designs inspired by traditional Ajrak patterns have already attracted significant attention on social media, with many users praising the fusion of cultural elements and contemporary design.
The proposal has also sparked a wider discussion online. Supporters believe a public competition could generate innovative ideas and strengthen national pride, while critics have raised concerns about the practicality of elaborate aircraft liveries, citing potential impacts on aircraft weight, maintenance requirements, and operating costs.
As of now, Pakistan International Airlines has not issued an official response to Canva’s proposal.
