Abrdn said on Tuesday it would kickstart a search for a new Chairman and change its corporate name following a widely-mocked rebrand four years ago, as part of a strategy revamp under new CEO Jason Windsor.

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,

One of the UK's oldest finance firms has abandoned a four-year rebrand which saw it mocked for removing the vowels in its name.

Abrdn is renaming itself Aberdeen to “remove distractions” after it faced criticism for removing nearly all the vowels from its name under its former CEO.

Abrdn said on Tuesday it would add back dropped vowels in its name after a widely-mocked rebrand four years ago and would start a search for a new chairperson, as CEO Jason Windsor unveiled a strategy revamp for the embattled fund manager.

Fund managers Abrdn is now to be known again as aberdeen, four years after a vowel-less rebranding from Standard Life Aberdeen. The initial change in 2021 saw the group try to engage itself in a new digital age to “symbolise the free-flowing movement of money”,

The 200-year-old fund management group is hoping to put the vowel-less rebrand, which prompted widespread ridicule, behind it.