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.

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”,

Less than four years after a radical rebrand that saw the company drop most vowels from its name, Abrdn Plc has bowed to derision and is renaming itself aberdeen group plc as Chief Executive Officer Jason Windsor seeks to revive the flailing asset manager.

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 Britain's biggest fund managers will be renamed Aberdeen Group after four years under the controversial 'Abrdn' brand.