Abrdn adds back vowels after widely-mocked rebrand

Investment firm Abrdn will add the vowels back into its name after dropping them in a rebrand that was widely mocked.

The firm said it will now be called aberdeen group. In the past it has been Aberdeen Standard Life and Aberdeen Asset Management.

Its rebrand to Abrdn in 2021 was largely derided, with some saying it seemed like a typo, and others joking the firm had “irritable vowel syndrome”. The company said the mockery amounted to “corporate bullying”.

Chief executive Jason Windsor said the latest name change would remove “distractions”.