diff --git a/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/GmsGraphQLEngine.java b/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/GmsGraphQLEngine.java
index 699c6d2d95..a149f2c541 100644
--- a/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/GmsGraphQLEngine.java
+++ b/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/GmsGraphQLEngine.java
@@ -52,6 +52,7 @@ import com.linkedin.datahub.graphql.generated.SearchAcrossLineageResult;
 import com.linkedin.datahub.graphql.generated.SearchResult;
 import com.linkedin.datahub.graphql.generated.UsageQueryResult;
 import com.linkedin.datahub.graphql.generated.UserUsageCounts;
+import com.linkedin.datahub.graphql.generated.VisualConfiguration;
 import com.linkedin.datahub.graphql.resolvers.AuthenticatedResolver;
 import com.linkedin.datahub.graphql.resolvers.MeResolver;
 import com.linkedin.datahub.graphql.resolvers.assertion.AssertionRunEventResolver;
@@ -221,6 +222,7 @@ public class GmsGraphQLEngine {
 
     private final IngestionConfiguration ingestionConfiguration;
     private final AuthorizationConfiguration authorizationConfiguration;
+    private final VisualConfiguration visualConfiguration;
 
     private final DatasetType datasetType;
     private final CorpUserType corpUserType;
@@ -286,7 +288,8 @@ public class GmsGraphQLEngine {
             null,
             null,
             null,
-            false);
+            false,
+            null);
     }
 
     public GmsGraphQLEngine(
@@ -303,7 +306,8 @@ public class GmsGraphQLEngine {
         final IngestionConfiguration ingestionConfiguration,
         final AuthorizationConfiguration authorizationConfiguration,
         final GitVersion gitVersion,
-        final boolean supportsImpactAnalysis
+        final boolean supportsImpactAnalysis,
+        final VisualConfiguration visualConfiguration
         ) {
 
         this.entityClient = entityClient;
@@ -322,6 +326,7 @@ public class GmsGraphQLEngine {
 
         this.ingestionConfiguration = Objects.requireNonNull(ingestionConfiguration);
         this.authorizationConfiguration = Objects.requireNonNull(authorizationConfiguration);
+        this.visualConfiguration = visualConfiguration;
 
         this.datasetType = new DatasetType(entityClient);
         this.corpUserType = new CorpUserType(entityClient);
@@ -558,7 +563,7 @@ public class GmsGraphQLEngine {
                 new AppConfigResolver(gitVersion, analyticsService != null,
                     this.ingestionConfiguration,
                     this.authorizationConfiguration,
-                    supportsImpactAnalysis))
+                    supportsImpactAnalysis, this.visualConfiguration))
             .dataFetcher("me", new AuthenticatedResolver<>(
                     new MeResolver(this.entityClient)))
             .dataFetcher("search", new AuthenticatedResolver<>(
diff --git a/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/resolvers/config/AppConfigResolver.java b/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/resolvers/config/AppConfigResolver.java
index 33160ee62f..d692ddf10e 100644
--- a/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/resolvers/config/AppConfigResolver.java
+++ b/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/resolvers/config/AppConfigResolver.java
@@ -11,6 +11,7 @@ import com.linkedin.datahub.graphql.generated.ManagedIngestionConfig;
 import com.linkedin.datahub.graphql.generated.PoliciesConfig;
 import com.linkedin.datahub.graphql.generated.Privilege;
 import com.linkedin.datahub.graphql.generated.ResourcePrivileges;
+import com.linkedin.datahub.graphql.generated.VisualConfiguration;
 import com.linkedin.metadata.config.IngestionConfiguration;
 import com.linkedin.metadata.version.GitVersion;
 import graphql.schema.DataFetcher;
@@ -29,18 +30,21 @@ public class AppConfigResolver implements DataFetcher<CompletableFuture<AppConfi
   private final IngestionConfiguration _ingestionConfiguration;
   private final AuthorizationConfiguration _authorizationConfiguration;
   private final boolean _supportsImpactAnalysis;
+  private final VisualConfiguration _visualConfiguration;
 
   public AppConfigResolver(
       final GitVersion gitVersion,
       final boolean isAnalyticsEnabled,
       final IngestionConfiguration ingestionConfiguration,
       final AuthorizationConfiguration authorizationConfiguration,
-      final boolean supportsImpactAnalysis) {
+      final boolean supportsImpactAnalysis,
+      final VisualConfiguration visualConfiguration) {
     _gitVersion = gitVersion;
     _isAnalyticsEnabled = isAnalyticsEnabled;
     _ingestionConfiguration = ingestionConfiguration;
     _authorizationConfiguration = authorizationConfiguration;
     _supportsImpactAnalysis = supportsImpactAnalysis;
+    _visualConfiguration = visualConfiguration;
   }
 
   @Override
@@ -83,6 +87,8 @@ public class AppConfigResolver implements DataFetcher<CompletableFuture<AppConfi
     appConfig.setIdentityManagementConfig(identityManagementConfig);
     appConfig.setManagedIngestionConfig(ingestionConfig);
 
+    appConfig.setVisualConfig(_visualConfiguration);
+
     return CompletableFuture.completedFuture(appConfig);
   }
 
diff --git a/datahub-graphql-core/src/main/resources/app.graphql b/datahub-graphql-core/src/main/resources/app.graphql
index ffa699669f..bd4bec148a 100644
--- a/datahub-graphql-core/src/main/resources/app.graphql
+++ b/datahub-graphql-core/src/main/resources/app.graphql
@@ -102,6 +102,21 @@ type AppConfig {
   Configurations related to Lineage
   """
   lineageConfig: LineageConfig!
+
+  """
+  Configurations related to visual appearance, allows styling the UI without rebuilding the bundle
+  """
+  visualConfig: VisualConfiguration!
+}
+
+"""
+Configurations related to visual appearance of the app
+"""
+type VisualConfiguration {
+  """
+  Custom logo url for the homepage & top banner
+  """
+  logoUrl: String
 }
 
 """
diff --git a/datahub-web-react/README.md b/datahub-web-react/README.md
index e767c76488..ff838328ca 100644
--- a/datahub-web-react/README.md
+++ b/datahub-web-react/README.md
@@ -72,6 +72,11 @@ The best workaround is to revert to the Active LTS version of Node, 16.13.0 with
 
 ### Theming
 
+#### Customizing your App without rebuilding assets
+
+To see the results of any change to a theme, you will need to rebuild your datahub-frontend-react container. While this may work for some users, if you don't want to rebuild your container
+you can still customize the homepage's logo without rebuilding. You can do this by setting the REACT_APP_LOGO_URL env variable when deploying GMS.
+
 #### Selecting a theme
 
 Theme configurations are stored in `./src/conf/theme`. To select a theme, choose one and update the `REACT_APP_THEME_CONFIG` env variable stored in `.env`.
diff --git a/datahub-web-react/src/app/home/HomePageHeader.tsx b/datahub-web-react/src/app/home/HomePageHeader.tsx
index 7209facad1..200ead64cb 100644
--- a/datahub-web-react/src/app/home/HomePageHeader.tsx
+++ b/datahub-web-react/src/app/home/HomePageHeader.tsx
@@ -16,6 +16,7 @@ import { EntityType } from '../../types.generated';
 import analytics, { EventType } from '../analytics';
 import { AdminHeaderLinks } from '../shared/admin/AdminHeaderLinks';
 import { ANTD_GRAY } from '../entity/shared/constants';
+import { useAppConfig } from '../useAppConfig';
 
 const Background = styled.div`
     width: 100%;
@@ -115,6 +116,7 @@ export const HomePageHeader = () => {
     const [getAutoCompleteResultsForMultiple, { data: suggestionsData }] = useGetAutoCompleteMultipleResultsLazyQuery();
     const user = useGetAuthenticatedUser()?.corpUser;
     const themeConfig = useTheme();
+    const appConfig = useAppConfig();
 
     const onSearch = (query: string, type?: EntityType) => {
         if (!query || query.trim().length === 0) {
@@ -193,7 +195,11 @@ export const HomePageHeader = () => {
                 </NavGroup>
             </Row>
             <HeaderContainer>
-                <Image src={themeConfig.assets.logoUrl} preview={false} style={styles.logoImage} />
+                <Image
+                    src={appConfig.config.visualConfig.logoUrl || themeConfig.assets.logoUrl}
+                    preview={false}
+                    style={styles.logoImage}
+                />
                 {!!themeConfig.content.subtitle && (
                     <Typography.Text style={styles.subtitle}>{themeConfig.content.subtitle}</Typography.Text>
                 )}
diff --git a/datahub-web-react/src/app/search/SearchHeader.tsx b/datahub-web-react/src/app/search/SearchHeader.tsx
index a19dbdfcd7..cbfe984fcb 100644
--- a/datahub-web-react/src/app/search/SearchHeader.tsx
+++ b/datahub-web-react/src/app/search/SearchHeader.tsx
@@ -9,6 +9,7 @@ import { AutoCompleteResultForEntity, EntityType } from '../../types.generated';
 import EntityRegistry from '../entity/EntityRegistry';
 import { ANTD_GRAY } from '../entity/shared/constants';
 import { AdminHeaderLinks } from '../shared/admin/AdminHeaderLinks';
+import { useAppConfig } from '../useAppConfig';
 
 const { Header } = Layout;
 
@@ -74,12 +75,16 @@ export const SearchHeader = ({
     entityRegistry,
 }: Props) => {
     const themeConfig = useTheme();
+    const appConfig = useAppConfig();
 
     return (
         <Header style={styles.header as any}>
             <LogoSearchContainer>
                 <Link to="/">
-                    <LogoImage src={themeConfig.assets.logoUrl} preview={false} />
+                    <LogoImage
+                        src={appConfig.config.visualConfig.logoUrl || themeConfig.assets.logoUrl}
+                        preview={false}
+                    />
                 </Link>
                 <SearchBar
                     initialQuery={initialQuery}
diff --git a/datahub-web-react/src/appConfigContext.tsx b/datahub-web-react/src/appConfigContext.tsx
index bb8cb016b7..7e294dd38c 100644
--- a/datahub-web-react/src/appConfigContext.tsx
+++ b/datahub-web-react/src/appConfigContext.tsx
@@ -19,6 +19,9 @@ export const DEFAULT_APP_CONFIG = {
     lineageConfig: {
         supportsImpactAnalysis: false,
     },
+    visualConfig: {
+        logoUrl: undefined,
+    },
 };
 
 export const AppConfigContext = React.createContext<{
diff --git a/datahub-web-react/src/graphql/app.graphql b/datahub-web-react/src/graphql/app.graphql
index 4363a34cea..b36f163cf6 100644
--- a/datahub-web-react/src/graphql/app.graphql
+++ b/datahub-web-react/src/graphql/app.graphql
@@ -31,6 +31,9 @@ query appConfig {
         managedIngestionConfig {
             enabled
         }
+        visualConfig {
+            logoUrl
+        }
     }
 }
 
diff --git a/metadata-service/factories/src/main/java/com/linkedin/gms/factory/common/VisualConfigFactory.java b/metadata-service/factories/src/main/java/com/linkedin/gms/factory/common/VisualConfigFactory.java
new file mode 100644
index 0000000000..722e510e94
--- /dev/null
+++ b/metadata-service/factories/src/main/java/com/linkedin/gms/factory/common/VisualConfigFactory.java
@@ -0,0 +1,24 @@
+package com.linkedin.gms.factory.common;
+
+import com.linkedin.datahub.graphql.generated.VisualConfiguration;
+import javax.annotation.Nonnull;
+
+import org.springframework.beans.factory.annotation.Value;
+import org.springframework.context.annotation.Bean;
+import org.springframework.context.annotation.Configuration;
+
+
+@Configuration
+public class VisualConfigFactory {
+  @Value("${visualConfig.assets.logoUrl}")
+  private String logoUrl;
+
+  @Nonnull
+  @Bean(name = "visualConfig")
+  protected VisualConfiguration getInstance() {
+    VisualConfiguration config = new VisualConfiguration();
+    config.setLogoUrl(logoUrl);
+
+    return config;
+  }
+}
diff --git a/metadata-service/factories/src/main/java/com/linkedin/gms/factory/graphql/GraphQLEngineFactory.java b/metadata-service/factories/src/main/java/com/linkedin/gms/factory/graphql/GraphQLEngineFactory.java
index 3da2651e95..6e67c3e8a5 100644
--- a/metadata-service/factories/src/main/java/com/linkedin/gms/factory/graphql/GraphQLEngineFactory.java
+++ b/metadata-service/factories/src/main/java/com/linkedin/gms/factory/graphql/GraphQLEngineFactory.java
@@ -4,6 +4,7 @@ import com.datahub.authentication.token.TokenService;
 import com.linkedin.datahub.graphql.GmsGraphQLEngine;
 import com.linkedin.datahub.graphql.GraphQLEngine;
 import com.linkedin.datahub.graphql.analytics.service.AnalyticsService;
+import com.linkedin.datahub.graphql.generated.VisualConfiguration;
 import com.linkedin.entity.client.JavaEntityClient;
 import com.linkedin.gms.factory.auth.DataHubTokenServiceFactory;
 import com.linkedin.gms.factory.common.GitVersionFactory;
@@ -92,6 +93,10 @@ public class GraphQLEngineFactory {
   @Qualifier("gitVersion")
   private GitVersion _gitVersion;
 
+  @Autowired
+  @Qualifier("visualConfig")
+  private VisualConfiguration _visualConfiguration;
+
   @Value("${platformAnalytics.enabled}") // TODO: Migrate to DATAHUB_ANALYTICS_ENABLED
   private Boolean isAnalyticsEnabled;
 
@@ -113,7 +118,8 @@ public class GraphQLEngineFactory {
           _configProvider.getIngestion(),
           _configProvider.getAuthorization(),
           _gitVersion,
-          _graphService.supportsMultiHop()
+          _graphService.supportsMultiHop(),
+          _visualConfiguration
           ).builder().build();
     }
     return new GmsGraphQLEngine(
@@ -130,7 +136,8 @@ public class GraphQLEngineFactory {
         _configProvider.getIngestion(),
         _configProvider.getAuthorization(),
         _gitVersion,
-        _graphService.supportsMultiHop()
+        _graphService.supportsMultiHop(),
+        _visualConfiguration
     ).builder().build();
   }
 }
diff --git a/metadata-service/factories/src/main/resources/application.yml b/metadata-service/factories/src/main/resources/application.yml
index 8c5cab553a..bca8916d73 100644
--- a/metadata-service/factories/src/main/resources/application.yml
+++ b/metadata-service/factories/src/main/resources/application.yml
@@ -81,6 +81,10 @@ configEntityRegistry:
 platformAnalytics:
   enabled: ${ANALYTICS_ENABLED:true}
 
+visualConfig:
+  assets:
+    logoUrl: ${REACT_APP_LOGO_URL:#{null}}
+
 # Storage Layer
 ebean:
   username: ${EBEAN_DATASOURCE_USERNAME:datahub}