Tue, 04 Mar 2025

Tue, 04 Mar 2025 Abrdn adds back vowels after widely mocked rebrand

The investment firm will now be called aberdeen group as it hopes the name change will remove "distractions".
Abrdn, an investment firm, has announced that it will be reverting back to its original name "Aberdeen Group" without a capital letter at the start. This decision comes after the company's 2021 rebrand to Abrdn was widely mocked and criticized as appearing like a typo or having "irritable vowel syndrome". The firm claims the mockery constituted "corporate bullying", but some commentators are still poking fun at the new name, saying it still lacks capital letters. The change is part of a broader strategy revamp and cost savings effort.
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