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Create a menuitem <custom_menuitem> assigned to BIR_START parent menuitem on the Administration > Roles and Menus > Menus screen.
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Assign this <custom_menuitem> to a role on Administration > Roles and Menus > Roles screen.
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Create a graphic in .svg format with the name <custom_menuitem>.svg.
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In the Apex App Builder, open the custom application and navigate to Shared Components->Static Workspace Files. Upload the <custom_menuitem>.svg file here.
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Logon the Web application with the above mentioned role, and you will see the new tile with your own icon/picture.