The identity “marks the next stage in the reshaping of the business and future-focused growth strategy”.
The company is focused on three areas of growth: global asset management, technology platforms for UK financial advisers and their customers, and UK savings and wealth.
‘Unity across the business’
Stephen Bird, chief executive of Abrdn, said: “Our new brand Abrdn builds on our heritage and is modern, dynamic and, most importantly, engaging for all of our client and customer channels.
“It is a highly-differentiated brand that will create unity across the business, replacing five different brand names that have each been operating independently.