Investment firm abrdn will add the vowels back into its name after dropping them in a rebrand that was widely mocked.
The firm said it will now be called aberdeen group, with no capital letter at the start. In the past it has been Aberdeen Standard Life and Aberdeen Asset Management.
Its rebrand to Abrdn in 2021 was largely derided, with some saying it seemed like a typo, and others joking the firm had "irritable vowel syndrome". The company said the mockery amounted to "corporate bullying".
Chief executive Jason Windsor said the latest name change would remove "distractions".
"This is a pragmatic decision marking a new phase for the organisation," said chief executive Jason Windsor, as he revealed a strategy revamp.
The business started life in Aberdeen's Queen's Terrace in 1983 and was founded by Martin Gilbert, George Scott and Ronnie Scott Brown.
At launch, Aberdeen Asset Management consisted of the partners and some administrative support. It had assets under management (AUM) of £70million and in its first year reported a profit of £87million.
In 2016, the year before its merger with Standard Life, Aberdeen’s AUM was £312billion and its profit was £353million.