from the menu: go to "for owners" then "franchise setup" click "advanced"
look for this:
Franchise Icon URL:
Hint: Need an icon? Feel free to use one of these icons, or one of our 1000+ helmets, or create your own. Also, icons only appear on next to your franchise name on the League Standings report, so icons should be sized accordingly. In addition, your commissioner may over-ride your selected icon.
click on where it says 1000+ helmets...
it should guide you
If you are the commish you have to make sure that your standngs are set up correctly for it...
for commissioners>setup>standings column setup>
make the first thing in the box on the right "icon & name"
hope this helps! Good Luck