Abrdn adds back vowels

Aberdeen restores the 'e's after admitting 'abrdn' rebrand wasn't that clvr
The financial firm formerly known as abrdn has changed its name to aberdeen after a corporate rebrand four years ago was widely mocked.
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.
Abrdn changes name back to Aberdeen after rebrand was mocked
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.
When rebrands go bad: Much-mocked abrdn brings the vowels back following 2021 act of ‘act of corporate insanity’
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Abrdn becomes Aberdeen in undoing of ridiculed 2021 rebrand
LESS than four years after a radical rebrand that saw the company drop most vowels from its name, Abrdn has bowed to derision and is renaming itself Aberdeen Group as chief executive officer Jason Windsor seeks to revive the flailing asset manager.
Abrdn returns vowels after widely mocked rebrand
The 200-year-old fund management group is hoping to put the vowel-less rebrand, which prompted widespread ridicule, behind it.
Abrdn Embraces Vowels
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).
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Abrdn backtracks on controversial rebrand
Keen to eliminate “distractions” with a switch back to Aberdeen, the firm is looking to build on “improved customer awareness ...
It’s time to wave goodbye to abrdn, as the aberdeen share price jumps 12%
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