Abrdn, known for its minimalist rebranding in 2021 that removed vowels, has reintroduced vowels, becoming 'aberdeen group.' The previous rebranding was criticized for being unpronounceable and led to extensive mockery, which some in the company described as 'corporate bullying.' The new name aims to eliminate distractions and improve brand recognition. The logo remains unchanged, but the shift to a lowercase 'a' reflects a more relaxed approach, signifying a potential shift in branding strategy for the financial company.
The widespread mockery obviously cut deep at the time, with one of the company's senior employees asserting that the memes, articles, and jokes amounted to 'corporate bullying'.
According to Chief Executive Jason Windsor, the name change is to help remove the "distraction" of the chat around the vowel-less name.
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