diff --git a/packages/console/src/ds-components/Uploader/FileUploader/index.module.scss b/packages/console/src/ds-components/Uploader/FileUploader/index.module.scss
index 0e15e5bbe..71158830a 100644
--- a/packages/console/src/ds-components/Uploader/FileUploader/index.module.scss
+++ b/packages/console/src/ds-components/Uploader/FileUploader/index.module.scss
@@ -4,6 +4,9 @@
   border: 1px dashed var(--color-border);
   border-radius: 8px;
   padding: _.unit(3.25);
+  transition-property: outline, border;
+  transition-timing-function: ease-in-out;
+  transition-duration: 0.2s;
 
   > input {
     display: none;
@@ -18,6 +21,9 @@
       width: 20px;
       height: 20px;
       color: var(--color-text-secondary);
+      transition-property: color;
+      transition-timing-function: ease-in-out;
+      transition-duration: 0.2s;
     }
 
     .uploadingIcon {
@@ -60,4 +66,3 @@
     border-color: var(--color-error);
   }
 }
-
diff --git a/packages/console/src/pages/OrganizationDetails/Settings/Branding.tsx b/packages/console/src/pages/OrganizationDetails/Settings/Branding.tsx
new file mode 100644
index 000000000..75c8ca347
--- /dev/null
+++ b/packages/console/src/pages/OrganizationDetails/Settings/Branding.tsx
@@ -0,0 +1,71 @@
+import { Theme } from '@logto/schemas';
+import { noop } from '@silverhand/essentials';
+import { Controller, type UseFormReturn } from 'react-hook-form';
+import { useTranslation } from 'react-i18next';
+
+import FormCard from '@/components/FormCard';
+import ColorPicker from '@/ds-components/ColorPicker';
+import FormField from '@/ds-components/FormField';
+import ImageUploader from '@/ds-components/Uploader/ImageUploader';
+
+import * as styles from './index.module.scss';
+import { type FormData } from './utils';
+
+type Props = {
+  readonly form: UseFormReturn<FormData>;
+};
+
+function Branding({ form }: Props) {
+  const {
+    control,
+    formState: { errors },
+    setError,
+    clearErrors,
+    watch,
+  } = form;
+  const { t } = useTranslation(undefined, { keyPrefix: 'admin_console' });
+
+  return (
+    <FormCard
+      title="organization_details.branding.title"
+      description="organization_details.branding.description"
+    >
+      <div className={styles.branding}>
+        {Object.values(Theme).map((theme) => (
+          <section key={theme}>
+            <FormField title={`organization_details.branding.${theme}.primary_color`}>
+              <Controller
+                name="branding.light.primaryColor"
+                control={control}
+                render={({ field: { onChange, value } }) => (
+                  <ColorPicker value={value} onChange={onChange} />
+                )}
+              />
+            </FormField>
+            <FormField title={`organization_details.branding.${theme}.logo`}>
+              <Controller
+                control={control}
+                name="branding.light.logoUrl"
+                render={({ field: { onChange, value, name } }) => (
+                  <ImageUploader
+                    name={name}
+                    value={value ?? ''}
+                    actionDescription={t('organization_details.branding.logo_upload_description')}
+                    onCompleted={onChange}
+                    // OnUploadErrorChange={setUploadLogoError}
+                    onUploadErrorChange={noop}
+                    onDelete={() => {
+                      onChange('');
+                    }}
+                  />
+                )}
+              />
+            </FormField>
+          </section>
+        ))}
+      </div>
+    </FormCard>
+  );
+}
+
+export default Branding;
diff --git a/packages/console/src/pages/OrganizationDetails/Settings/index.module.scss b/packages/console/src/pages/OrganizationDetails/Settings/index.module.scss
index e3064f255..15444cf5c 100644
--- a/packages/console/src/pages/OrganizationDetails/Settings/index.module.scss
+++ b/packages/console/src/pages/OrganizationDetails/Settings/index.module.scss
@@ -22,6 +22,12 @@
   gap: _.unit(3);
 }
 
+.branding {
+  section + section {
+    margin-top: _.unit(6);
+  }
+}
+
 .mfaWarning {
   margin-top: _.unit(3);
 }
diff --git a/packages/console/src/pages/OrganizationDetails/Settings/index.tsx b/packages/console/src/pages/OrganizationDetails/Settings/index.tsx
index e324157f4..a3e6b2337 100644
--- a/packages/console/src/pages/OrganizationDetails/Settings/index.tsx
+++ b/packages/console/src/pages/OrganizationDetails/Settings/index.tsx
@@ -20,6 +20,7 @@ import { trySubmitSafe } from '@/utils/form';
 
 import { type OrganizationDetailsOutletContext } from '../types';
 
+import Branding from './Branding';
 import JitSettings from './JitSettings';
 import * as styles from './index.module.scss';
 import { assembleData, isJsonObject, normalizeData, type FormData } from './utils';
@@ -136,6 +137,7 @@ function Settings() {
           )}
         </FormField>
       </FormCard>
+      <Branding form={form} />
       <JitSettings form={form} />
       <UnsavedChangesAlertModal hasUnsavedChanges={!isDeleting && isDirty} />
     </DetailsForm>
diff --git a/packages/phrases/src/locales/en/translation/admin-console/organization-details.ts b/packages/phrases/src/locales/en/translation/admin-console/organization-details.ts
index e15c948df..57ea3a211 100644
--- a/packages/phrases/src/locales/en/translation/admin-console/organization-details.ts
+++ b/packages/phrases/src/locales/en/translation/admin-console/organization-details.ts
@@ -38,6 +38,20 @@ const organization_details = {
   custom_data_tip:
     'Custom data is a JSON object that can be used to store additional data associated with the organization.',
   invalid_json_object: 'Invalid JSON object.',
+  branding: {
+    title: 'Branding',
+    description:
+      'Customize the branding of the organization. The branding can be used in the sign-in experience or for your own reference.',
+    light: {
+      primary_color: 'Primary color',
+      logo: 'Organization logo',
+    },
+    dark: {
+      primary_color: 'Primary color (dark)',
+      logo: 'Organization logo (dark)',
+    },
+    logo_upload_description: 'Click or drop an image to upload',
+  },
   jit: {
     title: 'Just-in-time provisioning',
     description:
diff --git a/packages/phrases/src/locales/en/translation/admin-console/sign-in-exp/index.ts b/packages/phrases/src/locales/en/translation/admin-console/sign-in-exp/index.ts
index cdc6e007f..d9fdeded9 100644
--- a/packages/phrases/src/locales/en/translation/admin-console/sign-in-exp/index.ts
+++ b/packages/phrases/src/locales/en/translation/admin-console/sign-in-exp/index.ts
@@ -23,7 +23,7 @@ const sign_in_exp = {
   color: {
     title: 'COLOR',
     primary_color: 'Brand color',
-    dark_primary_color: 'Brand color (Dark)',
+    dark_primary_color: 'Brand color (dark)',
     dark_mode: 'Enable dark mode',
     dark_mode_description:
       'Your app will have an auto-generated dark mode theme based on your brand color and Logto algorithm. You are free to customize.',
@@ -36,7 +36,7 @@ const sign_in_exp = {
     favicon: 'Favicon',
     logo_image_url: 'App logo image URL',
     logo_image_url_placeholder: 'https://your.cdn.domain/logo.png',
-    dark_logo_image_url: 'App logo image URL (Dark)',
+    dark_logo_image_url: 'App logo image URL (dark)',
     dark_logo_image_url_placeholder: 'https://your.cdn.domain/logo-dark.png',
     logo_image: 'App logo',
     dark_logo_image: 'App logo (Dark)',
diff --git a/packages/schemas/alterations/next-1720253939-add-organization-branding.ts b/packages/schemas/alterations/next-1720253939-add-organization-branding.ts
new file mode 100644
index 000000000..974edec5f
--- /dev/null
+++ b/packages/schemas/alterations/next-1720253939-add-organization-branding.ts
@@ -0,0 +1,18 @@
+import { sql } from '@silverhand/slonik';
+
+import type { AlterationScript } from '../lib/types/alteration.js';
+
+const alteration: AlterationScript = {
+  up: async (pool) => {
+    await pool.query(sql`
+      alter table organizations add column branding jsonb not null default '{}'::jsonb;
+    `);
+  },
+  down: async (pool) => {
+    await pool.query(sql`
+      alter table organizations drop column branding;
+    `);
+  },
+};
+
+export default alteration;
diff --git a/packages/schemas/src/foundations/jsonb-types/index.ts b/packages/schemas/src/foundations/jsonb-types/index.ts
index 601855d1f..89318469e 100644
--- a/packages/schemas/src/foundations/jsonb-types/index.ts
+++ b/packages/schemas/src/foundations/jsonb-types/index.ts
@@ -8,6 +8,7 @@ export * from './sentinel.js';
 export * from './users.js';
 export * from './sso-connector.js';
 export * from './applications.js';
+export * from './organization.js';
 
 export {
   configurableConnectorMetadataGuard,
diff --git a/packages/schemas/src/foundations/jsonb-types/organization.ts b/packages/schemas/src/foundations/jsonb-types/organization.ts
new file mode 100644
index 000000000..f031a516e
--- /dev/null
+++ b/packages/schemas/src/foundations/jsonb-types/organization.ts
@@ -0,0 +1,43 @@
+import { hexColorRegEx } from '@logto/core-kit';
+import { z } from 'zod';
+
+import { type Theme } from '../../types/theme.js';
+import { type ToZodObject } from '../../utils/zod.js';
+
+/** Organization branding data for a specific theme. */
+export type OrganizationBrandingTheme = Partial<{
+  logoUrl: string;
+  /**
+   * The primary color of the organization. Should be a hex color.
+   *
+   * @example
+   * '#ff0000'
+   * '#f00'
+   */
+  primaryColor: string;
+}>;
+
+/** Zod representation of {@link OrganizationBrandingTheme}. */
+export const organizationBrandingThemeGuard = z
+  .object({
+    logoUrl: z.string().url(),
+    primaryColor: z.string().regex(hexColorRegEx),
+  })
+  .partial() satisfies ToZodObject<OrganizationBrandingTheme>;
+
+/** Organization branding data for all themes. */
+export type OrganizationBranding = Partial<
+  Record<Theme, OrganizationBrandingTheme> & {
+    /** URL to the favicon of the organization. */
+    faviconUrl: string;
+  }
+>;
+
+/** Zod representation of {@link OrganizationBranding}. */
+export const organizationBrandingGuard = z
+  .object({
+    light: organizationBrandingThemeGuard,
+    dark: organizationBrandingThemeGuard,
+    faviconUrl: z.string().url(),
+  })
+  .partial() satisfies ToZodObject<OrganizationBranding>;
diff --git a/packages/schemas/tables/application_sign_in_experiences.sql b/packages/schemas/tables/application_sign_in_experiences.sql
index 0eedea00b..b11244314 100644
--- a/packages/schemas/tables/application_sign_in_experiences.sql
+++ b/packages/schemas/tables/application_sign_in_experiences.sql
@@ -10,6 +10,5 @@ create table application_sign_in_experiences (
   terms_of_use_url varchar(2048),
   privacy_policy_url varchar(2048),
   display_name varchar(256),
-  
   primary key (tenant_id, application_id)
 );
diff --git a/packages/schemas/tables/organizations.sql b/packages/schemas/tables/organizations.sql
index 1cde09f08..bc12f8722 100644
--- a/packages/schemas/tables/organizations.sql
+++ b/packages/schemas/tables/organizations.sql
@@ -14,6 +14,8 @@ create table organizations (
   custom_data jsonb /* @use JsonObject */ not null default '{}'::jsonb,
   /** Whether multi-factor authentication configuration is required for the members of the organization. */
   is_mfa_required boolean not null default false,
+  /** The organization's branding configuration. */
+  branding jsonb /* @use OrganizationBranding */ not null default '{}'::jsonb,
   /** When the organization was created. */
   created_at timestamptz not null default(now()),
   primary key (id)