The WiX Standard Bootstrapper Application displays a generic logo in the bottom left corner of the user interface. It is possible to change the image displayed by overriding a binder variable. The following example uses a "customlogo.png" file found in the "path\to" folder relative to the linker bind paths.
<?xml version="1.0">
<Wix xmlns="http://schemas.microsoft.com/wix/2006/wi">
<Bundle>
<BootstrapperApplicationRef Id="WixStandardBootstrapperApplication.RtfLicense" />
<WixVariable Id="WixStdbaLicenseRtf" Value="path\to\license.rtf" />
<WixVariable Id="WixStdbaLogo" Value="path\to\customlogo.png" />
<Chain>
</Chain>
</Bundle>
</Wix>