Standard Life Aberdeen plc was the Edinburgh-based investment firm formed by the 2017 merger of Standard Life and Aberdeen Asset Management. Its visual identity went through two major transformations: first in 2021, when the company rebranded as Abrdn, and again in 2025, when it became Aberdeen Group plc. The current identity retains the lowercase, dot-based logo mark introduced with the Abrdn rebrand, but pairs it with a fully spelled-out wordmark.
Design and History
Standard Life Aberdeen announced its rebrand to Abrdn on 26 April 2021, describing the new name as part of “a modern, agile, digitally enabled brand” for all client-facing businesses globally. The company said the change was intended to replace five separate brand names that had been operating independently. The rebrand followed the sale of the Standard Life brand name to insurer Phoenix Group, which had acquired Standard Life Assurance in 2018. The new identity was created by Wolff Olins, the branding agency behind the 2012 London Olympics identity. The rollout of the new brand and logos began in summer 2021 and continued through the year. [1] [2] [3]
The Abrdn identity consisted of a wordmark rendered entirely in lowercase without vowels, accompanied by a logo formed of dots that create a geometric lowercase “a”. The dot-based mark was designed to animate and morph into a variety of shapes and patterns. Chief executive Stephen Bird explained that the “a” logo, formed of rows of tiny dots, was designed to resemble the transition from an abacus to fibre optic cables. [4] [5]
Wolff Olins said the new identity “symbolises the free-flowing movement of money”. The company itself stated that the name Abrdn “works digitally and is sufficiently unique that it can be attributed exclusively to the company as opposed to the wider connotations of the long-form ‘Aberdeen'”, allowing the firm to own its digital assets under the brand. [6] [1]
The vowel-free name drew widespread criticism from media, analysts and the public. In March 2025, the company announced it would change its name to Aberdeen Group plc, with chief executive Jason Windsor saying the move was intended to “remove distractions” caused by the ongoing commentary around the Abrdn name. The name change was registered with Companies House on 12 March 2025. The company’s London Stock Exchange ticker remained ABDN. [7] [8]
Meaning and Symbolism
The dot-based lowercase “a” logo introduced with the Abrdn rebrand was described by then-chief executive Stephen Bird as designed to resemble the transition from an abacus to fibre optic cables, a reference to the digital evolution of financial services. Wolff Olins stated the identity “symbolises the free-flowing movement of money”. [5] [6]
The company also explained that the abbreviated name was chosen because it could be owned exclusively by the firm, unlike the long-form “Aberdeen”, which carries wider connotations of the Scottish city. [1]
Typography and Design
Following the 2025 name change, the company’s logo remains lowercase, and the word “aberdeen” is used in the corporate website and annual report. The logo mark itself was retained from the Abrdn identity, with only the wordmark updated to reflect the full name with vowels restored. The company now uses “aberdeen” as the principal trading identity for its investments and adviser businesses. [9] [10]
The company’s official website, aberdeenplc.com, confirms that Aberdeen Group plc is the legal name, with the site noting the company was “previously known as abrdn plc”. [11]
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