Read ’em and Weeep

In 2021, Standard Life Aberdeen rebranded as “abrdn“, all in lowercase and still meant to be pronounced as “Aberdeen” — a move that was met with plenty of derision. Now, the company is putting back the “e”s in its name but still holding on to the lowercase spelling by moving forward with the name aberdeen. Not gonna lie, and perhaps aided by four years of hindsight, the abrdn shorthand in both text and logo form was low-key fire.