Abrdn's Vowel Comeback: A Bold Move to Rebrand After Online Mockery

Investment firm Abrdn is reverting to its original name, Aberdeen Group, after facing widespread ridicule for its 2021 rebranding that removed vowels. The newly branded name will feature lowercase lettering, signaling a fresh start for the company which had previously been known as Aberdeen Standard Life and Aberdeen Asset Management. CEO Jason Windsor stated that the name change aims to eliminate distractions and marks a new phase in the organization’s strategy. Abrdn, which had been met with jokes and claims like having “irritable vowel syndrome,” encountered fierce criticism on social media since its vowel-less introduction. With the return of vowels, some respond humorously, noting that the firm still retains its lowercase spelling. The rebrand coincides with the company’s announcement of a return to profitability, achieving pre-tax profits of £251 million for the year 2024. Additionally, they are in the process of searching for a new chairman and planning for profit growth. The firm assures that the costs related to the name change will be negligible. This move reflects a broader pattern of challenging rebrands for major companies, highlighting the consequences of public perception in corporate identity.