Aberdeen Group Reverts to Its Original Name, sans the Vowel-less Quirk
Abrdn’s Rebranding Saga
In 2021, Aberdeen, an investment company, made headlines by removing its vowels in a bold rebranding move. The decision was met with widespread amusement and criticism from design enthusiasts and consumers alike. The rebrand, created by Wolf Ollins, was intended to modernize the company’s image, but it ultimately proved to be a misstep.
The Return of the Vowels
After four years, Aberdeen Group has announced that it is reverting to its original name, sans the vowel-less quirk. The company’s Chief Executive, Jason Windsor, cited the need to "remove the distraction" of the chat around the vowel-less name. The move is seen as a welcome change by branding experts, who had criticized the rebranding effort for being confusing and difficult to pronounce.
A New Logo, Same as the Old
The company’s logo has remained unchanged, but the wordmark has been updated to reflect the new name, with the addition of vowels. The new logo is designed to be more approachable and easier to read.
A Lesson Learned
The rebranding debacle serves as a valuable lesson for companies considering a similar move. As Josh Dickins, Head of Consulting at agency Modern Citizens, notes, "Brands don’t exist in PowerPoint decks, brand guidelines, nor even in logos. They exist in the minds of customers. Fail to appreciate the mind of the customer, and you end up in their conversations for all the wrong reasons."
Conclusion
Aberdeen Group’s decision to revert to its original name is a testament to the importance of understanding the needs of its customers. The company’s efforts to modernize its image were ultimately overshadowed by the confusion and frustration caused by the vowel-less name. As the company moves forward, it is clear that a more practical and consumer-friendly approach will be taken in the future.
FAQs
Q: Why did Aberdeen Group remove its vowels in 2021?
A: The company aimed to modernize its image and distance itself from its previous branding, Aberdeen Asset Management and Aberdeen Standard Life.
Q: What was the reaction to the rebranding?
A: The decision was met with widespread criticism and amusement from design enthusiasts and consumers alike.
Q: Why is the company reverting to its original name?
A: The company’s Chief Executive, Jason Windsor, cited the need to "remove the distraction" of the chat around the vowel-less name.
Q: What is the new logo like?
A: The company’s logo has remained unchanged, but the wordmark has been updated to reflect the new name, with the addition of vowels.
