UK fund manager reverses 2021 rebrand that was criticised by brand expert as ‘ill thought-out’

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When the UK fund manager Aberdeen removed the vowels from its name four years ago, it prompted a wave of whimsical mickey-taking and caused its boss to accuse those mocking Abrdn of “corporate bullying”. Now, its new boss has performed a U-turn and returned to the company’s original name – but without capital letters.

Alongside the Edinburgh-based company’s annual results, chief executive Jason Windsor, the former finance chief who was promoted to the top job in September, announced the “pragmatic decision” to bring back its vowels – and remove any “distractions”.