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The merger of Sunrise and UPC at the end of 2020 was, as Keystone-SDA put it via swissinfo, the elephant wedding of Swiss telecoms: Liberty Global, UPC's parent, took over Sunrise. The combined company traded as Sunrise UPC while, Horizont reported, its managers worked on a single main brand. From 23 May 2022, the acquired name won. Sunrise became the main brand, and chief executive André Krause called it the most important milestone in the integration.

The new symbol is an animated logo named Aurora, after the Roman goddess of dawn, depicting a sunrise. Horizont credited the London design and technology agency Rufus Leonard with the brand identity, covering the logo, imagery, co-branding principles, guidelines, point of sale concept and icons, with Thjnk Zürich as lead agency for brand communication. Business customers get Sunrise Business, and the paid sports channel MySports was redesigned at the same time. Existing UPC customers kept their products under the UPC brand for now.

The positioning behind it is about ambition. Horizont reported that the company wanted to go beyond the familiar promise of making customers' lives simpler and better, and to inspire them to realise their dreams, connecting people for whom exchanging information opens new perspectives. That idea is carried by the claim Dream big. Do big. and a funnel campaign led by a 60 second manifesto film featuring skier Marco Odermatt and Roger Federer, set to a cover of Every Little Thing She Does Is Magic. The relaunch also introduced Sunrise Up, the first integrated subscriptions, with discounts of 20 to 100 francs a month for combining mobile, internet and TV, according to swissinfo.

Choosing Sunrise over UPC was obvious; one is a warm consumer name, the other a cable acronym. Turning the name into a literal animated sunrise is less inspired. It is the most expected possible move, and the dreams and ambition platform could belong to almost any telco, bank or sportswear maker. The execution is slick and the sporting stars help, but the brand mostly settles who won the merger rather than saying anything new. For a company finishing a long integration, perhaps clarity was enough.