As described in the Browser Look-And-Feel (BLAF) guidelines for branding on the Oracle Technology Network (OTN), every OA Framework page reserves the upper left-hand corner for either of the following:
Basic (Non-Contextual) Branding - includes corporate ("Oracle") and product brand names
In-Context Branding - includes user-selected contextual information in addition to the corporate and product brand names
All OA Framework pages must provide basic branding support. In-context branding may be used in select cases.
Basic branding includes the display of corporate ("Oracle") and product brand names. It displays the product branding as text drawn from one of several possible sources. The global buttons are displayed as text links only. It supports a regular layout style, as in the following example.
Basic branding (corresponds to BLAF "Regular" layout)

Every page contains a corporateBranding page element that has an Oracle corporate image file assigned to it. That image file is /OA_MEDIA/FNDSSCORP.gif, which contains the Oracle corporate image. You can change the corporate branding image that appears on your pages in one of two ways:
To globally override the Oracle corporate branding image with your own corporate branding image, set the profile option Corporate Branding Image for Oracle Applications (FND_CORPORATE_BRANDING_IMAGE) to the name of an image file (GIF) that contains your corporate image. For example, MyCompanyImage.gif. The image file MyCompanyImage.gif should be placed under the $OA_MEDIA directory. This profile option should be set at the Site level and does not have a default value.
Note: The Corporate Branding Image for Oracle Applications profile option also controls the corporate branding image for JTF-based applications. Refer to the "Implementing the Oracle CRM Technology Foundation" chapter of the Oracle E-Business Suite CRM System Administrator's Guide for more information.
Note: As of Release 12.2.5, if you set a new corporate branding image with the profile Corporate Branding Image for Oracle Applications, you can specify alternative text (alt-text) to describe your image file by updating the Description field of the Corporate Branding Image for Oracle Applications profile itself.
Or, create an administrative-level personalization for a specific page by setting the Image URI property on the corporateBranding page element to a different image file. This updates the image only for the specific usage on that page.
Warning: Do not attempt to globally override the corporate branding image by renaming your custom corporate branding image file as /OA_MEDIA/FNDSSCORP.gif. This results in distortion of your corporate image. When you render a page, OA Framework checks whether a value is set for the profile option Corporate Branding Image for Oracle Applications. If no value is set, it renders /OA_MEDIA/FNDSSCORP.gif as the corporate branding image and sets the image area size to 134 x 23 (which is the actual size of the image in FNDSSCORP.gif). If this profile option has a value set, it renders the content of the specified image file without specifying an image area size since the image size is as yet, unknown.
The product branding is derived in one of three possible ways:
Default behavior - If your OA Framework page is launched from the Navigator in the E-Business Suite Personal Home Page, OA Framework automatically sets the branding text for you based on the current selected responsibility and page link. This ensures consistency between the options presented in the Navigator and the branding text displayed on the application page.
Note: The default branding is set only if the FND:Framework Compatability Mode profile option value is set to 11.5.10.
Declarative branding behavior - A developer may set the product branding declaratively on the page itself and override the default branding behavior. If this is the case, you can personalize the product branding text by creating an administrative-level personalization for the page which sets the Text property on the productBranding: formattedText page element to the product name you want to display.
OAPB override behavior - A developer may also define a form function and call it using the OAPB URL parameter with the page to specify the product branding text. When a developer specifies an OAPB parameter programmatically, it overrides both the default and the declarative branding behavior, if any. The only way to personalize the product branding text in this case is by logging into the Oracle E-Business Suite and updating the User Function Name value for that branding function, using the Form Functions screen.
The in-context brand includes the corporate and product brand images. Additionally, contextual information renders below the corporate and product information, as shown in the following example.
Example of In-Context Branding

Note: This style of branding is intended to be used only for cases where the user makes a contextual selection when starting work that remains unchanged for the life of the application or task.
To personalize in-context branding, create an administrative-level personalization for the page that sets the Text property on the productBranding: formattedText page element to the product name you want to display. Then set the Text property on the inContextBranding: formattedText page element to the context you wish to display. For example, the Text property of the inContextBranding: formattedText page element displayed in the preceding example is "Customer <b>Company A - North America</b>".