Canva says no PIA partnership in place for design competition yet

Canva is developing a nationwide design competition to showcase Pakistani creative talent globally, but no formal partnership or agreement has been reached with Pakistan International Airlines (PIA) yet, Ahmad Iqbal, the company’s general manager for the Middle East, North Africa, and Pakistan (MENAP) region, said. However, he’s hopeful there will be an agreement soon.

Speaking to Business Recorder, Iqbal said the initiative of nationwide design competition had been in development for the past few months and would be open to designers of all backgrounds and skill levels, including professionals and students.

“PIA came to mind as a timely and meaningful example of the kind of brand this could apply to, given its history and the new chapter it’s entering,” he said.

He clarified that Canva had held preliminary discussions with PIA’s creative agency, but had not engaged directly with the airline’s internal team.

“No partnership or agreement is currently in place as yet,” Iqbal said, adding that Canva remained open to finding the right partner to help give Pakistan’s creative talent a stronger voice.

The clarification follows an earlier proposal by Iqbal to organise and fund a nationwide competition to help reimagine PIA’s brand identity, including its logo, brand guidelines, aircraft livery and relaunch marketing campaign.

The proposal generated debate online, with some users questioning the operational implications of elaborate aircraft designs, while others welcomed the prospect of incorporating Pakistani cultural heritage into the airline’s visual identity.

The MENAP general manager had attached two images of PIA aircraft heavily painted in rich colours of Ajrak, which he had said was designed by a non-designer using Canva and Affinity. “Imagine what a whole country could do,” he had added.

Iqbal said Pakistan’s design culture was deeply rooted in textiles, architecture, jewellery and traditional motifs, noting that the Ajrak pattern is estimated to be around 4,000 to 5,000 years old.

He said the competition could give Pakistani creatives an opportunity to explore and develop a distinct Pakistani design language for global audiences.

Meanwhile, PIA Spokesperson Abdullah Hafeez Khan also told Business Recorder that no formal discussion has taken place in this regard between the two organisations so far.