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A 200-year-old global investment company based in Edinburgh, Scotland came to the realization after four years that vowels aren’t so bad, as Abrdn has once again rebranded as aberdeen.
The company was founded in 1825 and became Standard Life Aberdeen in 2017, following a merger between two asset managers, according to the BBC, noting that it previously went by Aberdeen Asset Management.
Standard Life Aberdeen became Abrdn in 2021, after a recommendation from branding agency Wolff Olins, according to MSN. Then-CEO Stephen Bird said the move made it “a modern, agile, digitally enabled brand” and created “unity across the business” by replacing five different brand names that were in use at the time.
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