Using the clinic's logo is a great way to brand the app.
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FYI: The logo needs to be less than 20K in size to be used as the logo.
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Click All Tabs (+ sign)

Click Documents Tab

Click the New button

Enter "PracticeLogo" for the Document Name and Document Unique Name

Check the Externally Available Image checkbox

Set folder to Public Images

Choose your logo file to upload

Click Save

Now, goto Setup.

Search "Apps" or goto Build->Create->Apps

Click Edit on the Practice Management row.

Under "Choose the Image Source for Custom App Logo", click "Insert an Image".

In the pop up window, select "File Location: Public Images" and click Go.

Select the image named "PracticeLogo".

Click "Save".