There are two primary visuals to be aware of on your LinkedIn company page: your company logo, which should be consistent on all websites and marketing materials, and the banner image on the top of your profile, which you can customize for LinkedIn and change whenever you would like.

The banner (or background) image is important to brand your company. Since you may have a different audience on LinkedIn from your other social networks, keep certain graphic elements that define your brand such as colors, fonts, and design.