diff --git a/BTCPayServer.Tests/SeleniumTests.cs b/BTCPayServer.Tests/SeleniumTests.cs
index bea81de8b..7e0ab046b 100644
--- a/BTCPayServer.Tests/SeleniumTests.cs
+++ b/BTCPayServer.Tests/SeleniumTests.cs
@@ -644,15 +644,26 @@ namespace BTCPayServer.Tests
             s.Driver.FindElement(By.Id("enable-pay-button")).Click();
             s.Driver.FindElement(By.Id("disable-pay-button")).Click();
             s.FindAlertMessage();
-            s.GoToStore(StoreNavPages.General);
+            s.GoToStore();
             Assert.False(s.Driver.FindElement(By.Id("AnyoneCanCreateInvoice")).Selected);
             s.Driver.SetCheckbox(By.Id("AnyoneCanCreateInvoice"), true);
             s.Driver.FindElement(By.Id("Save")).Click();
             s.FindAlertMessage();
             Assert.True(s.Driver.FindElement(By.Id("AnyoneCanCreateInvoice")).Selected);
 
+            // Store settings: Set and unset brand color
+            s.GoToStore();
+            s.Driver.FindElement(By.Id("BrandColor")).SendKeys("#f7931a");
+            s.Driver.FindElement(By.Id("Save")).Click();
+            Assert.Contains("Store successfully updated", s.FindAlertMessage().Text);
+            Assert.Equal("#f7931a", s.Driver.FindElement(By.Id("BrandColor")).GetAttribute("value"));
+            s.Driver.FindElement(By.Id("BrandColor")).Clear();
+            s.Driver.FindElement(By.Id("Save")).Click();
+            Assert.Contains("Store successfully updated", s.FindAlertMessage().Text);
+            Assert.Equal(string.Empty, s.Driver.FindElement(By.Id("BrandColor")).GetAttribute("value"));
+
             // Alice should be able to delete the store
-            s.GoToStore(StoreNavPages.General);
+            s.GoToStore();
             s.Driver.FindElement(By.Id("DeleteStore")).Click();
             s.Driver.WaitForElement(By.Id("ConfirmInput")).SendKeys("DELETE");
             s.Driver.FindElement(By.Id("ConfirmContinue")).Click();
diff --git a/BTCPayServer/ColorPalette.cs b/BTCPayServer/ColorPalette.cs
index b8c7e4efb..78cc94895 100644
--- a/BTCPayServer/ColorPalette.cs
+++ b/BTCPayServer/ColorPalette.cs
@@ -1,12 +1,18 @@
 using System;
 using System.Drawing;
 using System.Text;
+using System.Text.RegularExpressions;
 using NBitcoin.Crypto;
 
 namespace BTCPayServer
 {
     public class ColorPalette
     {
+        public const string Pattern = "^#[0-9a-fA-F]{6}$";
+        public static bool IsValid(string color)
+        {
+            return Regex.Match(color, Pattern).Success;
+        }
         public string TextColor(string bgColor)
         {
             int nThreshold = 105;
diff --git a/BTCPayServer/Components/StoreSelector/Default.cshtml b/BTCPayServer/Components/StoreSelector/Default.cshtml
index eb42bde7f..bb6858cc2 100644
--- a/BTCPayServer/Components/StoreSelector/Default.cshtml
+++ b/BTCPayServer/Components/StoreSelector/Default.cshtml
@@ -1,5 +1,10 @@
-@inject BTCPayServer.Services.BTCPayServerEnvironment _env
-@inject SignInManager<ApplicationUser> _signInManager
+@using Microsoft.AspNetCore.Mvc.TagHelpers
+@using BTCPayServer.Abstractions.Extensions
+@using BTCPayServer.Abstractions.TagHelpers
+@using BTCPayServer.Abstractions.Contracts
+@inject BTCPayServer.Services.BTCPayServerEnvironment Env
+@inject SignInManager<ApplicationUser> SignInManager
+@inject IFileService FileService
 @model BTCPayServer.Components.StoreSelector.StoreSelectorViewModel
 @functions {
     @* ReSharper disable once CSharpWarnings::CS1998 *@
@@ -8,9 +13,9 @@
     {
         var logoSrc = $"{ViewContext.HttpContext.Request.PathBase}/img/logo.svg";
         <svg xmlns="http://www.w3.org/2000/svg" role="img" alt="BTCPay Server" class="logo"><use href="@logoSrc#small" class="logo-small" /><use href="@logoSrc#large" class="logo-large" /></svg>
-        @if (_env.NetworkType != NBitcoin.ChainName.Mainnet)
+        @if (Env.NetworkType != NBitcoin.ChainName.Mainnet)
         {
-            <span class="badge bg-warning ms-1 ms-sm-0" style="font-size:10px;">@_env.NetworkType.ToString()</span>
+            <span class="badge bg-warning ms-1 ms-sm-0" style="font-size:10px;">@Env.NetworkType.ToString()</span>
         }
     }
     private string StoreName(string title)
@@ -37,7 +42,14 @@ else
     {
         <div id="StoreSelectorDropdown" class="dropdown only-for-js">
             <button id="StoreSelectorToggle" class="btn btn-secondary dropdown-toggle rounded-pill px-3 @(Model.CurrentStoreId == null ? "text-secondary" : "")" type="button" data-bs-toggle="dropdown" aria-expanded="false">
-                <vc:icon symbol="store"/>
+                @if (!string.IsNullOrEmpty(Model.CurrentStoreLogoFileId))
+                {
+                    <img class="logo" src="@(await FileService.GetFileUrl(Context.Request.GetAbsoluteRootUri(), Model.CurrentStoreLogoFileId))" alt="@Model.CurrentDisplayName" />
+                }
+                else
+                {
+                    <vc:icon symbol="store"/>
+                }
                 <span>@(Model.CurrentStoreId == null ? "Select Store" : Model.CurrentDisplayName)</span>
                 <vc:icon symbol="caret-down"/>
             </button>
@@ -60,7 +72,7 @@ else
             </ul>
         </div>
     }
-    else if (_signInManager.IsSignedIn(User))
+    else if (SignInManager.IsSignedIn(User))
     {
         <a asp-controller="UIUserStores" asp-action="CreateStore" class="btn btn-primary w-100 rounded-pill" id="StoreSelectorCreate">Create Store</a>
     }
diff --git a/BTCPayServer/Components/StoreSelector/StoreSelector.cs b/BTCPayServer/Components/StoreSelector/StoreSelector.cs
index 2750b8c42..4c4d6822f 100644
--- a/BTCPayServer/Components/StoreSelector/StoreSelector.cs
+++ b/BTCPayServer/Components/StoreSelector/StoreSelector.cs
@@ -50,12 +50,15 @@ namespace BTCPayServer.Components.StoreSelector
                 .OrderBy(s => s.Text)
                 .ToList();
 
+            var blob = currentStore?.GetStoreBlob();
+
             var vm = new StoreSelectorViewModel
             {
                 Options = options,
                 CurrentStoreId = currentStore?.Id,
                 CurrentDisplayName = currentStore?.StoreName,
-                CurrentStoreIsOwner = currentStore?.Role == StoreRoles.Owner
+                CurrentStoreIsOwner = currentStore?.Role == StoreRoles.Owner,
+                CurrentStoreLogoFileId = blob?.LogoFileId
             };
 
             return View(vm);
diff --git a/BTCPayServer/Components/StoreSelector/StoreSelectorViewModel.cs b/BTCPayServer/Components/StoreSelector/StoreSelectorViewModel.cs
index 349d3013d..6ba4a75a7 100644
--- a/BTCPayServer/Components/StoreSelector/StoreSelectorViewModel.cs
+++ b/BTCPayServer/Components/StoreSelector/StoreSelectorViewModel.cs
@@ -6,6 +6,7 @@ namespace BTCPayServer.Components.StoreSelector
     {
         public List<StoreSelectorOption> Options { get; set; }
         public string CurrentStoreId { get; set; }
+        public string CurrentStoreLogoFileId { get; set; }
         public string CurrentDisplayName { get; set; }
         public bool CurrentStoreIsOwner { get; set; }
     }
diff --git a/BTCPayServer/Controllers/UIStoresController.cs b/BTCPayServer/Controllers/UIStoresController.cs
index e49e303e0..62a7eb578 100644
--- a/BTCPayServer/Controllers/UIStoresController.cs
+++ b/BTCPayServer/Controllers/UIStoresController.cs
@@ -7,6 +7,7 @@ using System.Text.RegularExpressions;
 using System.Threading;
 using System.Threading.Tasks;
 using BTCPayServer.Abstractions.Constants;
+using BTCPayServer.Abstractions.Contracts;
 using BTCPayServer.Abstractions.Models;
 using BTCPayServer.Client;
 using BTCPayServer.Configuration;
@@ -60,6 +61,7 @@ namespace BTCPayServer.Controllers
             IAuthorizationService authorizationService,
             EventAggregator eventAggregator,
             AppService appService,
+            IFileService fileService,
             WebhookSender webhookNotificationManager,
             IDataProtectionProvider dataProtector,
             IOptions<ExternalServicesOptions> externalServiceOptions)
@@ -75,6 +77,7 @@ namespace BTCPayServer.Controllers
             _policiesSettings = policiesSettings;
             _authorizationService = authorizationService;
             _appService = appService;
+            _fileService = fileService;
             DataProtector = dataProtector.CreateProtector("ConfigProtector");
             WebhookNotificationManager = webhookNotificationManager;
             _EventAggregator = eventAggregator;
@@ -102,6 +105,7 @@ namespace BTCPayServer.Controllers
         private readonly PoliciesSettings _policiesSettings;
         private readonly IAuthorizationService _authorizationService;
         private readonly AppService _appService;
+        private readonly IFileService _fileService;
         private readonly EventAggregator _EventAggregator;
         private readonly IOptions<ExternalServicesOptions> _externalServiceOptions;
 
@@ -593,6 +597,8 @@ namespace BTCPayServer.Controllers
                 Id = store.Id,
                 StoreName = store.StoreName,
                 StoreWebsite = store.StoreWebsite,
+                LogoFileId = storeBlob.LogoFileId,
+                BrandColor = storeBlob.BrandColor,
                 NetworkFeeMode = storeBlob.NetworkFeeMode,
                 AnyoneCanCreateInvoice = storeBlob.AnyoneCanInvoice,
                 PaymentTolerance = storeBlob.PaymentTolerance,
@@ -620,7 +626,7 @@ namespace BTCPayServer.Controllers
                 needUpdate = true;
                 CurrentStore.StoreWebsite = model.StoreWebsite;
             }
-            
+
             var blob = CurrentStore.GetStoreBlob();
             blob.AnyoneCanInvoice = model.AnyoneCanCreateInvoice;
             blob.NetworkFeeMode = model.NetworkFeeMode;
@@ -628,6 +634,41 @@ namespace BTCPayServer.Controllers
             blob.DefaultCurrency = model.DefaultCurrency;
             blob.InvoiceExpiration = TimeSpan.FromMinutes(model.InvoiceExpiration);
             blob.RefundBOLT11Expiration = TimeSpan.FromDays(model.BOLT11Expiration);
+            if (!string.IsNullOrEmpty(model.BrandColor) && !ColorPalette.IsValid(model.BrandColor))
+            {
+                ModelState.AddModelError(nameof(model.BrandColor), "Invalid color");
+                return View(model);
+            }
+            blob.BrandColor = model.BrandColor;
+            
+            if (model.LogoFile != null)
+            {
+                if (model.LogoFile.ContentType.StartsWith("image/", StringComparison.InvariantCulture))
+                {
+                    var userId = GetUserId();
+                
+                    // delete existing image
+                    if (!string.IsNullOrEmpty(blob.LogoFileId))
+                    {
+                        await _fileService.RemoveFile(blob.LogoFileId, userId);
+                    }
+                    
+                    // add new image
+                    try
+                    {
+                        var storedFile = await _fileService.AddFile(model.LogoFile, userId);
+                        blob.LogoFileId = storedFile.Id;
+                    }
+                    catch (Exception e)
+                    {
+                        TempData[WellKnownTempData.ErrorMessage] = $"Could not save logo: {e.Message}";
+                    }
+                }
+                else
+                {
+                    TempData[WellKnownTempData.ErrorMessage] = "The uploaded logo file needs to be an image";
+                }
+            }
             
             if (CurrentStore.SetStoreBlob(blob))
             {
diff --git a/BTCPayServer/Data/StoreBlob.cs b/BTCPayServer/Data/StoreBlob.cs
index e3c64dfcc..724f9417a 100644
--- a/BTCPayServer/Data/StoreBlob.cs
+++ b/BTCPayServer/Data/StoreBlob.cs
@@ -191,6 +191,8 @@ namespace BTCPayServer.Data
         public TimeSpan RefundBOLT11Expiration { get; set; }
 
         public List<UIStoresController.StoreEmailRule> EmailRules { get; set; }
+        public string LogoFileId { get; set; }
+        public string BrandColor { get; set; }
 
         public IPaymentFilter GetExcludedPaymentMethods()
         {
diff --git a/BTCPayServer/Models/StoreViewModels/GeneralSettingsViewModel.cs b/BTCPayServer/Models/StoreViewModels/GeneralSettingsViewModel.cs
index 1906ccd6c..fe943f272 100644
--- a/BTCPayServer/Models/StoreViewModels/GeneralSettingsViewModel.cs
+++ b/BTCPayServer/Models/StoreViewModels/GeneralSettingsViewModel.cs
@@ -1,6 +1,7 @@
 using System.ComponentModel.DataAnnotations;
 using BTCPayServer.Client.Models;
 using BTCPayServer.Validation;
+using Microsoft.AspNetCore.Http;
 
 namespace BTCPayServer.Models.StoreViewModels
 {
@@ -21,6 +22,13 @@ namespace BTCPayServer.Models.StoreViewModels
         [MaxLength(500)]
         public string StoreWebsite { get; set; }
 
+        [Display(Name = "Logo")]
+        public IFormFile LogoFile { get; set; }
+        public string LogoFileId { get; set; }
+
+        [Display(Name = "Brand Color")]
+        public string BrandColor { get; set; }
+        
         public bool CanDelete { get; set; }
 
         [Display(Name = "Allow anyone to create invoice")]
diff --git a/BTCPayServer/Views/UIStores/GeneralSettings.cshtml b/BTCPayServer/Views/UIStores/GeneralSettings.cshtml
index fd9d9d185..c0d127a27 100644
--- a/BTCPayServer/Views/UIStores/GeneralSettings.cshtml
+++ b/BTCPayServer/Views/UIStores/GeneralSettings.cshtml
@@ -1,8 +1,13 @@
 @using BTCPayServer.Abstractions.Models
+@using BTCPayServer.TagHelpers
+@using Microsoft.AspNetCore.Mvc.TagHelpers
+@using BTCPayServer.Abstractions.Contracts
+@inject IFileService FileService;
 @model GeneralSettingsViewModel
 @{
-    Layout = "../Shared/_NavLayout.cshtml";
-    ViewData.SetActivePage(StoreNavPages.General, "General", Context.GetStoreData().Id);
+	Layout = "../Shared/_NavLayout.cshtml";
+	ViewData.SetActivePage(StoreNavPages.General, "General", Context.GetStoreData().Id);
+	var canUpload = await FileService.IsAvailable();
 }
 
 <div class="row">
@@ -11,7 +16,7 @@
         {
             <div asp-validation-summary="All" class="text-danger"></div>
         }
-        <form method="post">
+        <form method="post" enctype="multipart/form-data">
             <h3 class="mb-3">General</h3>
             <div class="form-group">
                 <label asp-for="Id" class="form-label"></label>
@@ -28,6 +33,35 @@
                 <span asp-validation-for="StoreWebsite" class="text-danger"></span>
             </div>
             
+            <h3 class="mb-3">Branding</h3>
+            <div class="form-group">
+                <label asp-for="LogoFile" class="form-label"></label>
+                @if (canUpload)
+                {
+                    <div class="d-flex align-items-center">
+                        <input asp-for="LogoFile" type="file" class="form-control flex-grow">
+                        @if (!string.IsNullOrEmpty(Model.LogoFileId))
+                        {
+                            <img src="@(await FileService.GetFileUrl(Context.Request.GetAbsoluteRootUri(), Model.LogoFileId))" alt="@Model.StoreName" class="rounded-circle ms-3" style="width:2.1rem;height:2.1rem;"/>
+                        }
+                    </div>
+                    <p class="form-text text-muted">Please upload an image with square dimension, as it will be displayed in 1:1 format and circular.</p>
+                }
+                else
+                {
+                    <input asp-for="LogoFile" type="file" class="form-control" disabled>
+                    <p class="form-text text-muted">In order to upload a logo, a <a asp-controller="UIServer" asp-action="Files">file storage</a> must be configured.</p>
+                }
+            </div>
+            <div class="form-group">
+                <label asp-for="BrandColor" class="form-label"></label>
+                <div class="input-group">
+                    <input id="BrandColorInput" class="form-control form-control-color flex-grow-0" type="color" style="width:3rem" aria-describedby="BrandColorValue" value="@Model.BrandColor" />
+                    <input asp-for="BrandColor" class="form-control form-control-color flex-grow-0 font-monospace" pattern="@ColorPalette.Pattern" style="width:5.5rem" />
+                </div>
+                <span asp-validation-for="BrandColor" class="text-danger"></span>
+            </div>
+            
             <h3 class="mt-5 mb-3">Payment</h3>
             <div class="form-group">
                 <label asp-for="DefaultCurrency" class="form-label"></label>
@@ -101,5 +135,19 @@
 <partial name="_Confirm" model="@(new ConfirmModel("Delete store", "The store will be permanently deleted. This action will also delete all invoices, apps and data associated with the store.", "Delete"))" />
 
 @section PageFootContent {
-    <partial name="_ValidationScriptsPartial" />
+    <partial name="_ValidationScriptsPartial"/>
+    <script>
+    (() => {
+        const $colorValue = document.getElementById('BrandColor');
+        const $colorInput = document.getElementById('BrandColorInput');
+        delegate('change', '#BrandColor', e => {
+            const value = e.target.value;
+			if (value.match(@Safe.Json(@ColorPalette.Pattern)))
+				$colorInput.value = value;
+        });
+        delegate('change', '#BrandColorInput', e => {
+            $colorValue.value = e.target.value;
+        });
+    })();
+    </script>
 }
diff --git a/BTCPayServer/wwwroot/main/layout.css b/BTCPayServer/wwwroot/main/layout.css
index 4fede3e69..c4cce2c91 100644
--- a/BTCPayServer/wwwroot/main/layout.css
+++ b/BTCPayServer/wwwroot/main/layout.css
@@ -150,16 +150,22 @@
     content: none;
 }
 
+#StoreSelectorToggle .logo,
 #StoreSelectorToggle .icon {
     width: 1.5rem;
     height: 1.5rem;
     transition: color 0.15s ease-in-out;
 }
 
+#StoreSelectorToggle .logo,
 #StoreSelectorToggle .icon.icon-store {
     margin-right: var(--btcpay-space-s);
 }
 
+#StoreSelectorToggle .logo {
+    border-radius: 50%;
+}
+
 #StoreSelectorToggle .icon.icon-caret-down {
     margin-left: auto;
     color: var(--btcpay-body-text-muted);