The rebrand boomerang: Why some companies revert back to their old identities
The Abrdn saga
Back in 2021, Aberdeen Standard Investments decided to shake things up and rebrand to 'Abrdn' (yep, pronounced 'Aberdeen'). It ditched the vowels, aiming for a sleek, modern, digital vibe.
Instead, it got roasted. People compared it to a bad startup name or a typo that slipped past spellcheck. The whole thing became more of a punchline than a power move.
Fast forward to 2025, and guess what? It has brought back 'Aberdeen.' It turns out, people liked the old name better.
It felt familiar and trustworthy. This kind of rebrand reversal isn’t all that common, but it’s not unheard of either. When a new look flops this badly, going back to basics is the best move.
Other notable rebranding missteps
Aberdeen isn’t the only brand to learn this lesson the hard way. Remember Gap’s logo fiasco in 2010? The brand swapped its classic blue box logo for a minimalist design, and people hated it. The backlash was so intense that Gap scrapped the new logo in less than a week and went back to the old one. Talk about a fast U-turn.
Tropicana made a similar blunder in 2009. It revamped its iconic orange juice packaging - you know, the one with the orange and the straw - into something more 'modern.'
Sales plummeted 20% in just a few weeks. People didn’t even recognise it on the shelf. Tropicana quickly backtracked and brought the old design back.
Even Royal Mail got tangled in rebranding regret. In 2001, it tried to rebrand as 'Consignia' to sound more international and sophisticated. It backfired spectacularly. The public hated the new name.
It sounded more like a logistics company than a beloved postal service. Within 16 months, it ditched Consignia and went back to Royal Mail. Showing that sometimes, sticking to what people know and love isn’t a bad thing.
Why do these rebrands fail?
A big part of why rebrands fail is the emotional connection. People get attached to the brands they know - the logos, the names and the feel of it all.
Change that too drastically and you’re messing with more than just a logo. You’re messing with trust. And if the new look isn’t a clear improvement, customers start wondering why you changed it in the first place.
For Abrdn, or should I say, Aberdeen, the decision to go back to its original name feels like a sigh of relief. It’s a reminder that a strong brand identity isn’t just about looking cool or trendy. It’s about being recognisable, reliable and authentic.
The takeaway
Rebranding is a risky business. When it works, it can breathe new life into a company. But when it doesn’t? Well, Aberdeen, Gap, Tropicana, and Royal Mail can all tell you how that story ends.
Sometimes, the best way forward is to look back and bring the old brand back with you.
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