Elements of an invoice internal to the business, such as company logo etc., are not part of the e-invoice schema.
After reporting invoice details to IRP and receipt of IRN, at the time of issuing an invoice to a receiver (e.g., generating as PDF and printing a paper copy or forwarding via e-mail etc.), any further customization, i.e., insertion of company logo, additional text etc., can be made by respective ERP/billing/accounting software providers.