As per usual with so many brand redesigns, social media fans the flames of outrage with even the most modest brand alterations. It has really become the knee-jerk response. But in this case, given the reaction of the client and design team, the Abrdn release feels different. Instead of snapping into defense mode or pleading for a wait-and-see attitude, SLA and WO have stayed above the fray, trusting their decisions and ignoring chatter.
There were myriad reasons behind the Abrdn identity, made by a confident client and a well-educated agency. As the most informed people involved, they have maintained the upper hand in the release and have not let social media drive the experience.