I am working on a small project and I thought I’d give wagtail a try. I am now wondering how I could change wagtail’s admin logo in the sidebar (top left image on the picture bellow).

I could change /static/wagtailadmin/images/wagtail-logo.svg directly but it’d be wrong ;).
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Answer
Wagtail already provide the solution in the official documentation using django-overextends:
To replace the default logo, create a template file your_app/templates/wagtailadmin/base.html that overrides the block branding_logo as follow:
{% overextends "wagtailadmin/base.html" %}
{% block branding_logo %}
<img src="{{ STATIC_URL }}images/custom-logo.svg" alt="Custom Project" width="80" />
{% endblock %}
Check Wagtail Custom branding for more details.
(Edit Dec – 2020)
Note: In the latests versions of Wagtail django-overextends is not needed anymore. It uses now the default extends tag of Django templates. Consult the docs for more information