ISLAMABAD – Pakistan International Airlines (PIA) could soon undergo aesthetic transformation as global design platform Canva offered to fund nationwide branding competition, giving Pakistan’s creative community the chance to redefine the identity of the country’s flag carrier in its post-privatisation era.
The proposal was unveiled by Canva’s Regional General Manager Ahmed Iqbal who said the company wants to become part of PIA’s new chapter under its new ownership and leadership in 2026. In a LinkedIn post, he also appealed to the public for help in connecting him with the airline’s senior management so the proposal could be formally presented.
Calling PIA one of Pakistan’s most iconic institutions, Iqbal reflected on the airline’s remarkable legacy, saying it was once regarded as a global aviation pioneer that trained pilots from around the world and helped several countries establish their own national airlines. He said PIA had long represented Pakistan’s ambition, excellence and progress.
Quoting the airline’s new leadership’s message that “a nation’s trust has to be earned, it cannot be taken for granted,” Iqbal argued that restoring public confidence should begin by giving Pakistanis a direct role in shaping the airline’s future identity.
Under Canva’s proposal, the company would bear the entire cost of a nationwide creative competition, including a substantial prize pool for winners. Designers from across Pakistan would be invited to develop a completely new PIA logo along with a comprehensive brand identity system and visual branding guidelines.
Iqbal said that while millions of creative projects are produced on Canva every day, redesigning PIA would carry far greater significance because it would allow Pakistanis to redefine the image of one of the country’s most recognised national brands.
Describing the initiative as “by Pakistanis, for Pakistan,” he said the project aims to revive the country’s creative heritage, showcase local design talent and give artists an opportunity to leave a lasting mark on the future of the national airline.
The proposal comes as PIA enters a new era following its privatisation, with expectations growing that the airline’s revival will extend beyond operations and finances to include a complete transformation of its public image and global brand.
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