One story in recent days which really grabbed the attention was the reinstatement of vowels in the name of a Scottish fund management giant.

It has been quite the brand saga at fund management group Abrdn, which announced on Tuesday that it was becoming Aberdeen.

The Abrdn name was introduced in 2021, with the fund management house changing its name at that stage from Standard Life Aberdeen.

The press release back in April 2021, which included instructions to pronounce Abrdn as “Aberdeen”, was astonishing and amusing in broadly equal measure.

It was a change which generated much chatter in the tight-knit industry, and not a small amount of derision. The sale of the Standard Life brand to Phoenix had been announced by then so it was understandable enough that part of the previous name was dropped - it was the absence of vowels in the truncated name that was the issue.

The fund management group said at the time that its Abrdn name “will be part of a modern, agile, digitally enabled brand that will also be used for all the company’s client-facing businesses globally”.

Jason Windsor, the new chief executive of the Edinburgh-based fund manager, said last Tuesday of the move to use "Aberdeen" as the corporate name and the principal trading identity for the group's investment and adviser businesses: “This is a group to be proud of, with a promising future. We will deliver........

© Herald Scotland