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LONDON (Reuters) - British investment manager abrdn, formerly Standard Life Aberdeen, is dropping the capital letter from its name, it said on Monday as it rolled out a branding revamp.
Abrdn received a large amount of publicity, much of it negative, when it announced name change plans in April.
Stephen Bird, CEO of abrdn, said the asset manager had in addition decided to drop the capital A following positive feedback on a lower-case name from clients and employees.
All the changes take effect from Monday. Branding had to be simple, clear and distinctive, Bird told Reuters.
The asset manager, a sponsor of the Scottish Open golf tournament and Edinburgh International Festival, said the name would be pronounced Aberdeen.
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