As of 6.0, the main app icon goes here (note the _2x version to support higher pixel density displays, such as apple's retina):
$SPLUNK_HOME/etc/apps/<app_name>/static/appIcon.png 36x36px
$SPLUNK_HOME/etc/apps/<app_name>/static/appIcon_2x.png 72x72px
This icon is displayed in the app menu:
$SPLUNK_HOME/etc/apps/<app_name>/static/appIconAlt.png 36x36px
$SPLUNK_HOME/etc/apps/<app_name>/static/appIconAlt_2x.png 72x72px
You can -optionally- place an app logo in the same path:
$SPLUNK_HOME/etc/apps/<app_name>/static/appLogo.png 160x40
$SPLUNK_HOME/etc/apps/<app_name>/static/appLogo_2x.png 320x80
For backwards compatibility with 5.x, you'll also want to follow lmurphey's instructions in his answer.
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