This article provides a step by step procedure to change/assign logo in the right hand side of SAP Easy Access Screen.
Go to transaction SMW0, select "Binary data for WebRFC applications" radio button and hit "Enter".
On the next screen, hit the execute button and using the create button upload a BMP image. When the Object is saved it looks as below:
Here the object name is "ZDIVLOGO".
Now go to table maintainace transaction SM30, enter table name SSM_CUST and maintain. Create a new entry/change entry for the "name" START_IMAGE as shown below:
Here are some notes from SAP:
Put a record with the picture name in the key "START_IMAGE" of the table SSM_CUST in the View maintenance transaction SM30.
You can adjust the picture to the window size automatically or center it in the right-hand side of the initial screen ("RESIZE_IMAGE" "YES" or "NO" in the table SSM_CUST).
You can deactivate the picture globally so that noone sees it with "HIDE_START_IMAGE" "YES" in the table SSM_CUST. User-specific picture display settings are then ignored.
Finally this is how it looks: