New Logo and Identity for abrdn by Wolff Olins

Established in 2017 through the merger of Standard Life (est. 1825) and Aberdeen Asset Management (est. 1983) and known as Standard Life Aberdeen for just four years, abrdn, as it was renamed in 2021, is a global investment company that helps clients and customers plan, save, and invest for their future. Headquartered in Edinburgh, Scotland, it is the largest active asset manager in the UK, with investments in equities, multi-asset, fixed income, liquidity, sovereign wealth funds, real estate, and private markets — as of 2021, the company had £535 billion assets under management and administration and counts with over 5,000 employees globally and more than 1 million shareholders. After a series of acquisitions, sales (including having sold the Standard Life Insurance business), some contro