Is the ridiculed 'Abrdn' rebrand the biggest branding misfire of 2021?

Some might say a key requisite for a successful brand name is the ability to read and pronounce it correctly. But it seems that wasn't a concern when it came to the recent rebrand for Standard Life Aberdeen, which saw the removal of all vowels from its name. Yup, the financial firm is now (too) simply known as 'Abrdn'. The move has left the whole endeavour subject to confusion and, we're sorry to say, ridicule. 

Many assumed the rebrand was so ridiculous it couldn't possibly last – but here we are, a whole week in, and the brand remains vowel-less beyond that initial 'a' – with a total of three 'e's dropped altogether. It certainly can't be considered one of the world's best logos due to the fact people are likening the whole thing to a typo. So why did this happen in the first place?

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Georgia Coggan
Editor

Georgia has worked on Creative Bloq since 2018, and has been the site's Editor since 2022. With a specialism in branding and design, Georgia is also Programme Director of CB's award scheme – the Brand Impact Awards. As well as immersing herself with the industry through attending events like Adobe Max and the D&AD Awards and steering the site's content streams, Georgia has an eye on new commercial opportunities and ensuring they reflect the needs and interests of creatives.