Standard Life Aberdeen has announced a rebrand which will see it become known as ‘abrdn’ – pronounced “Aberdeen”.

The FTSE 100 asset manager said the change was part of a “modern, agile, digitally-enabled brand” that would be used for all client-facing businesses.

“The new brand identity marks the next stage in the reshaping of the business and future-focused growth strategy,” it said in a press statement.

The firm was formed following the 2017 merger of Aberde...