A location's Logo is a single branded image shown at the top of its card. Unlike the thumbnail, it replaces both the round icon and the name, so a tenant's or brand's own lockup stands on its own.
Logo or thumbnail?
These two are easy to mix up, so it helps to be clear on what each does:
Set the Thumbnail when you want a small icon next to the name in the list, keeping the name text visible. See Give a location a thumbnail.
Set the Logo when you want the card's icon and name replaced by one branded image, a full logo lockup that already includes the wordmark.
Add a logo
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Open the location
In the Landmarks tab, expand the location you want to brand.
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Find the Logo field
It sits below the Thumbnail field, labelled Logo.
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Upload or paste a URL
Click Upload to pick a file, or paste an image URL into the field directly.
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Check the card
Open the location's card in the preview. The icon and name should be gone, replaced by your logo.