It’s quite easy to change branding for your website actually, starting with new WordPress versions image logos are part of the customizer. To change the logo image that is used and the website details you simply need to login to your WP Dashboard and click the customize button from the top admin bar while navigating the website. Check the screenshot below:
One clicked, it will open the WordPress customizer where you can edit the website settings, with a left sidebar showing the options available. The tab we are looking for is Site Identity:
When you will click the Site Identity tab, you should get to the area where you can edit all these settings:
Here, you can easily change the Site Title, tagline, the logo and the favicon option. As you can see on the screenshot above, we already have a logo set and we can remove/change it. If no logo is set, a button to add one will be available.
That should be it. Note that this option works only for most of our themes, though older ones have an option for the logo in the Theme Options panel. Also, if you need the retina logo option, you will need to navigate to Theme Options -> Styles tab to enable it.