The financial firm formerly known as "abrdn" changed its name to "aberdeen" after a corporate rebrand four years ago was widely mocked.

By Iain Withers and Sinead Cruise LONDON (Reuters) -Abrdn said on Tuesday it would add back dropped vowels in its name after a widely-mocked rebrand four years ago and start a search for a new chair,

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.

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.

Abrdn said on Tuesday it would add back dropped vowels in its name after a widely-mocked rebrand four years ago and would start a search for a new chairperson, as CEO Jason Windsor unveiled a strategy revamp for the embattled fund manager.

Fund managers Abrdn is now to be known again as aberdeen, four years after a vowel-less rebranding from Standard Life Aberdeen. The initial change in 2021 saw the group try to engage itself in a new digital age to “symbolise the free-flowing movement of money”,

Abrdn is renaming itself Aberdeen to “remove distractions” after it faced criticism for removing nearly all the vowels from its name under its former CEO.

The 200-year-old fund management giant was previously known as Standard Life Aberdeen before adopting its new moniker, Abrdn, in 2021

Abrdn said on Tuesday it would kickstart a search for a new Chairman and change its corporate name following a widely-mocked rebrand four years ago, as part of a strategy revamp under new CEO Jason Windsor.

The 200-year-old fund management group is hoping to put the vowel-less rebrand, which prompted widespread ridicule, behind it.