diff --git a/app/assets/stylesheets/pages/appearances.scss b/app/assets/stylesheets/pages/appearances.scss
new file mode 100644
index 00000000000..e2070f17c3b
--- /dev/null
+++ b/app/assets/stylesheets/pages/appearances.scss
@@ -0,0 +1,11 @@
+.appearance-logo-preview {
+  max-width: 400px;
+  margin-bottom: 20px;
+}
+
+.appearance-light-logo-preview {
+  background-color:  $background-color;
+  max-width: 72px;
+  padding: 10px;
+  margin-bottom: 10px;
+}
diff --git a/app/controllers/admin/appearances_controller.rb b/app/controllers/admin/appearances_controller.rb
new file mode 100644
index 00000000000..26cf74e4849
--- /dev/null
+++ b/app/controllers/admin/appearances_controller.rb
@@ -0,0 +1,57 @@
+class Admin::AppearancesController < Admin::ApplicationController
+  before_action :set_appearance, except: :create
+
+  def show
+  end
+
+  def preview
+  end
+
+  def create
+    @appearance = Appearance.new(appearance_params)
+
+    if @appearance.save
+      redirect_to admin_appearances_path, notice: 'Appearance was successfully created.'
+    else
+      render action: 'show'
+    end
+  end
+
+  def update
+    if @appearance.update(appearance_params)
+      redirect_to admin_appearances_path, notice: 'Appearance was successfully updated.'
+    else
+      render action: 'show'
+    end
+  end
+
+  def logo
+    @appearance.remove_logo!
+
+    @appearance.save
+
+    redirect_to admin_appearances_path, notice: 'Logo was succesfully removed.'
+  end
+
+  def header_logos
+    @appearance.remove_header_logo!
+    @appearance.save
+
+    redirect_to admin_appearances_path, notice: 'Header logo was succesfully removed.'
+  end
+
+  private
+
+  # Use callbacks to share common setup or constraints between actions.
+  def set_appearance
+    @appearance = Appearance.last || Appearance.new
+  end
+
+  # Only allow a trusted parameter "white list" through.
+  def appearance_params
+    params.require(:appearance).permit(
+      :title, :description, :logo, :logo_cache, :header_logo, :header_logo_cache,
+      :updated_by
+    )
+  end
+end
diff --git a/app/controllers/uploads_controller.rb b/app/controllers/uploads_controller.rb
index 868b05929d7..509f4f412ca 100644
--- a/app/controllers/uploads_controller.rb
+++ b/app/controllers/uploads_controller.rb
@@ -55,14 +55,15 @@ class UploadsController < ApplicationController
       "user"    => User,
       "project" => Project,
       "note"    => Note,
-      "group"   => Group
+      "group"   => Group,
+      "appearance" => Appearance
     }
 
     upload_models[params[:model]]
   end
 
   def upload_mount
-    upload_mounts = %w(avatar attachment file)
+    upload_mounts = %w(avatar attachment file logo header_logo)
 
     if upload_mounts.include?(params[:mounted_as])
       params[:mounted_as]
diff --git a/app/helpers/appearances_helper.rb b/app/helpers/appearances_helper.rb
index c5820bf4c50..e0abc3a2869 100644
--- a/app/helpers/appearances_helper.rb
+++ b/app/helpers/appearances_helper.rb
@@ -1,21 +1,33 @@
 module AppearancesHelper
-  def brand_item
-    nil
-  end
-
   def brand_title
-    'GitLab Community Edition'
+    if brand_item && brand_item.title
+      brand_item.title
+    else
+      'GitLab Community Edition'
+    end
   end
 
   def brand_image
-    nil
+    if brand_item.logo?
+      image_tag brand_item.logo
+    else
+      nil
+    end
   end
 
   def brand_text
-    nil
+    markdown(brand_item.description)
+  end
+
+  def brand_item
+    @appearance ||= Appearance.first
   end
 
   def brand_header_logo
-    render 'shared/logo.svg'
+    if brand_item && brand_item.header_logo?
+      image_tag brand_item.header_logo
+    else
+      render 'shared/logo.svg'
+    end
   end
 end
diff --git a/app/models/appearance.rb b/app/models/appearance.rb
new file mode 100644
index 00000000000..4cf8dd9a8ce
--- /dev/null
+++ b/app/models/appearance.rb
@@ -0,0 +1,9 @@
+class Appearance < ActiveRecord::Base
+  validates :title,       presence: true
+  validates :description, presence: true
+  validates :logo,        file_size: { maximum: 1.megabyte }
+  validates :header_logo, file_size: { maximum: 1.megabyte }
+
+  mount_uploader :logo,         AttachmentUploader
+  mount_uploader :header_logo,  AttachmentUploader
+end
diff --git a/app/views/admin/appearances/_form.html.haml b/app/views/admin/appearances/_form.html.haml
new file mode 100644
index 00000000000..6f325914d14
--- /dev/null
+++ b/app/views/admin/appearances/_form.html.haml
@@ -0,0 +1,58 @@
+= form_for @appearance, url: admin_appearances_path, html: { class: 'form-horizontal'} do |f|
+  - if @appearance.errors.any?
+    .alert.alert-danger
+      - @appearance.errors.full_messages.each do |msg|
+        %p= msg
+
+  %fieldset.sign-in
+    %legend
+      Sign in/Sign up pages:
+  .form-group
+    = f.label :title, class: 'control-label'
+    .col-sm-10
+      = f.text_field :title, class: "form-control"
+  .form-group
+    = f.label :description, class: 'control-label'
+    .col-sm-10
+      = f.text_area :description, class: "form-control", rows: 10
+      .hint
+        Description parsed with #{link_to "GitLab Flavored Markdown", help_page_path('markdown', 'markdown'), target: '_blank'}.
+  .form-group
+    = f.label :logo, class: 'control-label'
+    .col-sm-10
+      - if @appearance.logo?
+        = image_tag @appearance.logo_url, class: 'appearance-logo-preview'
+        - if @appearance.persisted?
+          %br
+          = link_to 'Remove logo', logo_admin_appearances_path, data: { confirm: "Logo will be removed. Are you sure?"}, method: :delete, class: "btn btn-remove btn-small remove-logo"
+        %hr
+      = f.hidden_field :logo_cache
+      = f.file_field :logo, class: ""
+      .hint
+        Maximum file size is 1MB. Pages are optimized for a 640x360 px logo.
+
+  %fieldset.app_logo
+    %legend
+      Navigation bar:
+  .form-group
+    = f.label :header_logo, 'Header logo', class: 'control-label'
+    .col-sm-10
+      - if @appearance.header_logo?
+        = image_tag @appearance.header_logo_url, class: 'appearance-light-logo-preview'
+        - if @appearance.persisted?
+          %br
+          = link_to 'Remove header logo', header_logos_admin_appearances_path, data: { confirm: "Header logo will be removed. Are you sure?"}, method: :delete, class: "btn btn-remove btn-small remove-logo"
+        %hr
+      = f.hidden_field :header_logo_cache
+      = f.file_field :header_logo, class: ""
+      .hint
+        Maximum file size is 1MB. Pages are optimized for a 72x72 px header logo
+
+  .form-actions
+    = f.submit 'Save', class: 'btn btn-save'
+    - if @appearance.persisted?
+      = link_to 'Preview last save', preview_admin_appearances_path, class: 'btn', target: '_blank'
+
+    - if @appearance.updated_at
+      %span.pull-right
+        Last edit #{time_ago_with_tooltip(@appearance.updated_at)}
diff --git a/app/views/admin/appearances/preview.html.haml b/app/views/admin/appearances/preview.html.haml
new file mode 100644
index 00000000000..dd4a64e80bc
--- /dev/null
+++ b/app/views/admin/appearances/preview.html.haml
@@ -0,0 +1,29 @@
+- page_title "Preview | Appearance"
+%h3.page-title
+  Appearance settings - Preview
+%hr
+
+.ui-box
+  .title
+    Sign-in page
+  %div
+    .login-page
+      .container
+        .content
+          .login-title
+            %h1= brand_title
+      %hr
+      .container
+        .content
+          .row
+            .col-sm-7
+              .brand-image
+                = brand_image
+              .brand_text
+                = brand_text
+            .col-sm-4
+              .login-box
+                %h3.page-title Sign in
+                = text_field_tag :login, nil, class: "form-control top", placeholder: "Username or Email"
+                = password_field_tag :password, nil, class: "form-control bottom", placeholder: "Password"
+                = button_tag "Sign in", class: "btn-create btn"
diff --git a/app/views/admin/appearances/show.html.haml b/app/views/admin/appearances/show.html.haml
new file mode 100644
index 00000000000..089e8e4cb7a
--- /dev/null
+++ b/app/views/admin/appearances/show.html.haml
@@ -0,0 +1,7 @@
+- page_title "Appearance"
+%h3.page-title
+  Appearance settings
+%p.light
+  You can modify the look and feel of GitLab here
+
+= render 'form'
diff --git a/app/views/layouts/nav/_admin.html.haml b/app/views/layouts/nav/_admin.html.haml
index ac1d5429382..280a1b93729 100644
--- a/app/views/layouts/nav/_admin.html.haml
+++ b/app/views/layouts/nav/_admin.html.haml
@@ -56,6 +56,11 @@
       = icon('cog fw')
       %span
         Background Jobs
+  = nav_link(controller: :appearances) do
+    = link_to admin_appearances_path, title: 'Appearances' do
+      = icon('image')
+      %span
+        Appearance
 
   = nav_link(controller: :applications) do
     = link_to admin_applications_path, title: 'Applications' do
diff --git a/config/routes.rb b/config/routes.rb
index 1485b64da19..a2acf170a6b 100644
--- a/config/routes.rb
+++ b/config/routes.rb
@@ -156,6 +156,11 @@ Rails.application.routes.draw do
         to:           "uploads#show",
         constraints:  { model: /note|user|group|project/, mounted_as: /avatar|attachment/, filename: /[^\/]+/ }
 
+    # Appearance
+    get ":model/:mounted_as/:id/:filename",
+        to:           "uploads#show",
+        constraints:  { model: /appearance/, mounted_as: /logo|header_logo/, filename: /.+/ }
+
     # Project markdown uploads
     get ":namespace_id/:project_id/:secret/:filename",
       to:           "projects/uploads#show",
@@ -253,6 +258,14 @@ Rails.application.routes.draw do
       end
     end
 
+    resource :appearances, path: 'appearance' do
+      member do
+        get :preview
+        delete :logo
+        delete :header_logos
+      end
+    end
+
     resource :application_settings, only: [:show, :update] do
       resources :services
       put :reset_runners_token
diff --git a/db/migrate/20160222153918_create_appearances_ce.rb b/db/migrate/20160222153918_create_appearances_ce.rb
new file mode 100644
index 00000000000..5e66d5094bd
--- /dev/null
+++ b/db/migrate/20160222153918_create_appearances_ce.rb
@@ -0,0 +1,14 @@
+class CreateAppearancesCE < ActiveRecord::Migration
+  def change
+    unless table_exists?(:appearances)
+      create_table :appearances do |t|
+        t.string :title
+        t.text :description
+        t.string :header_logo
+        t.string :logo
+
+        t.timestamps null: false
+      end
+    end
+  end
+end
diff --git a/db/schema.rb b/db/schema.rb
index 4708c29d9ae..53a941d30de 100644
--- a/db/schema.rb
+++ b/db/schema.rb
@@ -11,7 +11,7 @@
 #
 # It's strongly recommended that you check this file into your version control system.
 
-ActiveRecord::Schema.define(version: 20160220123949) do
+ActiveRecord::Schema.define(version: 20160222153918) do
 
   # These are extensions that must be enabled in order to support this database
   enable_extension "plpgsql"
@@ -24,6 +24,15 @@ ActiveRecord::Schema.define(version: 20160220123949) do
     t.datetime "updated_at"
   end
 
+  create_table "appearances", force: :cascade do |t|
+    t.string   "title"
+    t.text     "description"
+    t.string   "header_logo"
+    t.string   "logo"
+    t.datetime "created_at",  null: false
+    t.datetime "updated_at",  null: false
+  end
+
   create_table "application_settings", force: :cascade do |t|
     t.integer  "default_projects_limit"
     t.boolean  "signup_enabled"
diff --git a/doc/customization/branded_login_page.md b/doc/customization/branded_login_page.md
new file mode 100644
index 00000000000..d4d9f5f7b5e
--- /dev/null
+++ b/doc/customization/branded_login_page.md
@@ -0,0 +1,19 @@
+# Changing the appearance of the login page
+
+GitLab Community Edition offers a way to put your company's identity on the login page of your GitLab server and make it a branded login page.
+
+By default, the page shows the GitLab logo and description.
+
+![default_login_page](branded_login_page/default_login_page.png)
+
+## Changing the appearance of the login page
+
+Navigate to the **Admin** area and go to the **Appearance** page.
+
+Fill in the required details like Title, Description and upload the company logo.
+
+![appearance](branded_login_page/appearance.png)
+
+After saving the page, your GitLab login page will have the details you filled in:
+
+![company_login_page](branded_login_page/custom_sign_in.png)
diff --git a/doc/customization/branded_login_page/appearance.png b/doc/customization/branded_login_page/appearance.png
new file mode 100644
index 00000000000..6bce1f0a287
Binary files /dev/null and b/doc/customization/branded_login_page/appearance.png differ
diff --git a/doc/customization/branded_login_page/custom_sign_in.png b/doc/customization/branded_login_page/custom_sign_in.png
new file mode 100644
index 00000000000..d6020b029a2
Binary files /dev/null and b/doc/customization/branded_login_page/custom_sign_in.png differ
diff --git a/doc/customization/branded_login_page/default_login_page.png b/doc/customization/branded_login_page/default_login_page.png
new file mode 100644
index 00000000000..795c7954d8e
Binary files /dev/null and b/doc/customization/branded_login_page/default_login_page.png differ
diff --git a/doc/customization/welcome_message.md b/doc/customization/welcome_message.md
index e993230bb88..a0cb234bea0 100644
--- a/doc/customization/welcome_message.md
+++ b/doc/customization/welcome_message.md
@@ -1,12 +1,12 @@
-# Customize the complete sign-in page (GitLab Enterprise Edition only)
+# Customize the complete sign-in page
 
-Please see [Branded login page](http://doc.gitlab.com/ee/customization/branded_login_page.html)
+Please see [Branded login page](branded_login_page.md)
 
 # Add a welcome message to the sign-in page (GitLab Community Edition)
 
 It is possible to add a markdown-formatted welcome message to your GitLab
 sign-in page. Users of GitLab Enterprise Edition should use the [branded login
-page feature](/ee/customization/branded_login_page.html) instead.
+page feature](branded_login_page.md) instead.
 
 The welcome message (extra_sign_in_text) can now be set/changed in the Admin UI.  
-Admin area > Settings
\ No newline at end of file
+Admin area > Settings
diff --git a/features/admin/appearance.feature b/features/admin/appearance.feature
new file mode 100644
index 00000000000..5c1dd7531c1
--- /dev/null
+++ b/features/admin/appearance.feature
@@ -0,0 +1,37 @@
+Feature: Admin Appearance
+  Scenario: Create new appearance
+    Given I sign in as an admin
+    And I visit admin appearance page
+    When submit form with new appearance
+    Then I should be redirected to admin appearance page
+    And I should see newly created appearance
+
+  Scenario: Preview appearance
+    Given application has custom appearance
+    And I sign in as an admin
+    When I visit admin appearance page
+    And I click preview button
+    Then I should see a customized appearance
+
+  Scenario: Custom sign-in page
+    Given application has custom appearance
+    When I visit login page
+    Then I should see a customized appearance
+
+  Scenario: Appearance logo
+    Given application has custom appearance
+    And I sign in as an admin
+    And I visit admin appearance page
+    When I attach a logo
+    Then I should see a logo
+    And I remove the logo
+    Then I should see logo removed
+
+  Scenario: Header logos
+    Given application has custom appearance
+    And I sign in as an admin
+    And I visit admin appearance page
+    When I attach header logos
+    Then I should see header logos
+    And I remove the header logos
+    Then I should see header logos removed
diff --git a/features/steps/admin/appearance.rb b/features/steps/admin/appearance.rb
new file mode 100644
index 00000000000..0d1be46d11d
--- /dev/null
+++ b/features/steps/admin/appearance.rb
@@ -0,0 +1,72 @@
+class Spinach::Features::AdminAppearance < Spinach::FeatureSteps
+  include SharedAuthentication
+  include SharedPaths
+
+  step 'submit form with new appearance' do
+    fill_in 'appearance_title', with: 'MyCompany'
+    fill_in 'appearance_description', with: 'dev server'
+    click_button 'Save'
+  end
+
+  step 'I should be redirected to admin appearance page' do
+    expect(current_path).to eq admin_appearances_path
+    expect(page).to have_content 'Appearance settings'
+  end
+
+  step 'I should see newly created appearance' do
+    expect(page).to have_field('appearance_title', with: 'MyCompany')
+    expect(page).to have_field('appearance_description', with: 'dev server')
+    expect(page).to have_content 'Last edit'
+  end
+
+  step 'I click preview button' do
+    click_link "Preview"
+  end
+
+  step 'application has custom appearance' do
+    create(:appearance)
+  end
+
+  step 'I should see a customized appearance' do
+    expect(page).to have_content appearance.title
+    expect(page).to have_content appearance.description
+  end
+
+  step 'I attach a logo' do
+    attach_file(:appearance_logo, Rails.root.join('spec', 'fixtures', 'dk.png'))
+    click_button 'Save'
+  end
+
+  step 'I attach header logos' do
+    attach_file(:appearance_header_logo, Rails.root.join('spec', 'fixtures', 'dk.png'))
+    click_button 'Save'
+  end
+
+  step 'I should see a logo' do
+    expect(page).to have_xpath('//img[@src="/uploads/appearance/logo/1/dk.png"]')
+  end
+
+  step 'I should see header logos' do
+    expect(page).to have_xpath('//img[@src="/uploads/appearance/header_logo/1/dk.png"]')
+  end
+
+  step 'I remove the logo' do
+    click_link 'Remove logo'
+  end
+
+  step 'I remove the header logos' do
+    click_link 'Remove header logo'
+  end
+
+  step 'I should see logo removed' do
+    expect(page).not_to have_xpath('//img[@src="/uploads/appearance/logo/1/gitlab_logo.png"]')
+  end
+
+  step 'I should see header logos removed' do
+    expect(page).not_to have_xpath('//img[@src="/uploads/appearance/header_logo/1/header_logo_light.png"]')
+  end
+
+  def appearance
+    Appearance.last
+  end
+end
diff --git a/features/steps/shared/paths.rb b/features/steps/shared/paths.rb
index 0f9835e7356..6432a786bfc 100644
--- a/features/steps/shared/paths.rb
+++ b/features/steps/shared/paths.rb
@@ -7,6 +7,10 @@ module SharedPaths
     visit new_project_path
   end
 
+  step 'I visit login page' do
+    visit new_user_session_path
+  end
+
   # ----------------------------------------
   # User
   # ----------------------------------------
@@ -187,6 +191,10 @@ module SharedPaths
     visit admin_groups_path
   end
 
+  step 'I visit admin appearance page' do
+    visit admin_appearances_path
+  end
+
   step 'I visit admin teams page' do
     visit admin_teams_path
   end
diff --git a/spec/factories/appearances.rb b/spec/factories/appearances.rb
new file mode 100644
index 00000000000..cf2a2b76bcb
--- /dev/null
+++ b/spec/factories/appearances.rb
@@ -0,0 +1,8 @@
+# Read about factories at https://github.com/thoughtbot/factory_girl
+
+FactoryGirl.define do
+  factory :appearance do
+    title       "MepMep"
+    description "This is my Community Edition instance"
+  end
+end
diff --git a/spec/models/appearance_spec.rb b/spec/models/appearance_spec.rb
new file mode 100644
index 00000000000..c5658bd26e1
--- /dev/null
+++ b/spec/models/appearance_spec.rb
@@ -0,0 +1,10 @@
+require 'rails_helper'
+
+RSpec.describe Appearance, type: :model do
+  subject { create(:appearance) }
+
+  it { is_expected.to be_valid }
+
+  it { is_expected.to validate_presence_of(:title) }
+  it { is_expected.to validate_presence_of(:description) }
+end