The firm’s stock market ticker was changed from SLA to ABDN at
Read more: The value of vowels: Can Abrdn keep its legacy with its rebrand?
The company said the official name change marked a key milestone in the process of delivering on its strategy, noting that the new brand symbolises the transition to bring a clarity of focus.
It comes after the company was ridiculed for the rebrand when it was first announced in April of this year.
The firm faced a string of Twitter posts poking fun at the historic financial institution’s rebrand. The new name will be written in lower case and should be pronounced as “Aberdeen”.
The name change is also designed to clarify who owns Standard Life branded pensions.
“Acting with courage and conviction, being optimistic about the future and building powerful partnerships are all important attributes of the brand we are creating” Bird added.
As part of the announcement, abrdn said it reached a new charity partnership with
The partnership will provide education opportunities to approximately 80,000 children and adults in disconnected communities.
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