Abrdn's Vowel Comeback: The Hilarious Evolution of a Corporate Rebrand

Investment firm Abrdn has announced it will restore vowels to its name, reverting to ‘‘aberdeen group’’ following a widely ridiculed rebranding initiative that stripped vowels from its identity back in 2021. The initial change was viewed as a typographical error by many, prompting jokes about the firm suffering from ‘‘irritable vowel syndrome.’’ Chief executive Jason Windsor described the decision to reintroduce vowels as a pragmatic step to usher in a new era for the company, alleviating distractions that have arisen from public mockery over the past four years.

The previous rebranding under former CEO Stephen Bird was met with significant backlash on social media, with notable commentary, including playful memes reflecting the absurdity of the name without vowels. The ridiculousness of the situation extended to headlines from various financial publications where satire was used to comment on the firm’s struggles with its identity.

In a shift towards a more traditional branding approach, the firm has announced its return to profitability with reported pre-tax profits of £251m for 2024 and is actively seeking a new chairman while elevating profit growth targets. Meanwhile, Abrdn claims that the costs associated with the recent name adjustment will be minimal. This change aligns the firm more closely with its historical identity while emphasizing a roadmap for future growth and stability.