
This is a fairly simple change, in 4 steps:
Step 1: Extract xml
First you'll need to extract the 'match incidents.xml' file from the panels.fmf file located in the data folder of where you installed FM2011.
Step 2: Copy xml
After you have extracted the file copy it to the panels folder for the skin you are using.
Step 3: Open with Notepad
Now open the file in notepad or similar and locate these lines:
<!-- team kit picture -->
<!-- comment out to show logos instead of kits -->
<container height="100" width="100">
<layout class="stick_to_sides_attachment" alignment="all" inset="4" layout_children="true"/>
<container class="kit_picture" id="mikp" scale_picture="true"/>
</container>
<!-- team logo -->
<!-- uncomment to show logos instead of kits -->
<!-- <container height="80" width="80" col="0" row="0">
<layout class="stick_to_sides_attachment" alignment="all" inset="4" layout_children="true"/>
<widget class="picture" id="milp" scale_picture="true" keep_aspect_ratio="true" height="80" width="80" image_alignment="centre"/>
</container> -->
Step 4: Locate and edit
To get the logos to display, uncomment the logo code and comment out the kit code so the above lines should now look like this:
<!-- team kit picture -->
<!-- comment out to show logos instead of kits -->
<!-- <container height="100" width="100">
<layout class="stick_to_sides_attachment" alignment="all" inset="4" layout_children="true"/>
<container class="kit_picture" id="mikp" scale_picture="true"/>
</container> -->
<!-- team logo -->
<!-- uncomment to show logos instead of kits -->
<container height="80" width="80" col="0" row="0">
<layout class="stick_to_sides_attachment" alignment="all" inset="4" layout_children="true"/>
<widget class="picture" id="milp" scale_picture="true" keep_aspect_ratio="true" height="80" width="80" image_alignment="centre"/>
</container>
If you want to change the size of the logo you'll need to change the values of the bold text above and change the bolded values in these lines aswell:
<container id="tntb" height="100">
<layout class="arrange_horizontal_attachment" layout="100,-1"/>
If you want to enable the logo on the split view overview screen you'll need to extract the 'match incidents small.xml' file from the panels.fmf file and change this code:
<!-- team kit picture -->
<!-- comment out to show logos instead of kits -->
<container class="kit_picture" id="mikp" scale_picture="true"/>
<!-- team logo -->
<!-- uncomment to show logos instead of kits -->
<!--<widget class="picture" id="milp" scale_picture="true" keep_aspect_ratio="true" height="60" width="60" image_alignment="centre"/>-->
</container>
To this:
<!-- team kit picture -->
<!-- comment out to show logos instead of kits -->
<!-- <container class="kit_picture" id="mikp" scale_picture="true"/> -->
<!-- team logo -->
<!-- uncomment to show logos instead of kits -->
<widget class="picture" id="milp" scale_picture="true" keep_aspect_ratio="true" height="60" width="60" image_alignment="centre"/>
</container>
Credits:
Thanks to michaeltmurrayuk for another great skinning guide

Original thread on SI forums here.
Discussion: FM2011 Display logos or kits on the Match Overview Screen
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