Aberdeen restores the 'e's after admitting 'abrdn' rebrand wasn't that clvr

01/04/2025, 11:12 AM
businessinsider.com

Aberdeen restores the 'e's after admitting 'abrdn' rebrand wasn't that clvr

Pavlo Gonchar/SOPA/Getty Images

From Flickr to Grindr and Tumblr to The Weeknd, dropping an "e" has long been a way to signal youth and energy. But a 200-year-old investment firm that jumped on the trend has reclaimed its vowels after facing widespread mockery for joining the e-free club.

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