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.

Less than four years after a radical rebrand that saw the company drop most vowels from its name, Abrdn Plc has bowed to derision and is renaming itself aberdeen group plc as Chief Executive Officer Jason Windsor seeks to revive the flailing asset manager.

One of the UK's oldest finance firms has abandoned a four-year rebrand which saw it mocked for removing the vowels in its name.

One of Britain's biggest fund managers will be renamed Aberdeen Group after four years under the controversial 'Abrdn' brand.

Abrdn will reintroduce vowels to its name after a disastrous rebrand at the investment company backfired and triggered a wave of mockery.

After a whole lot of ridicule and some questions over pronunciation, lower-case fund manager abrdn has decided to once again adopt vowels. The company will now be known as, wait for it, aberdeen group (still lower case).