An Icon (or descriptor or annunciator) is a word or special symbol that is driven as a single segment  In the sketch below of our standard part #38, the symbols LoBat, AC, DC etc. are turned on as individual segments, so only a single trace needs to be run to a pin for the entire word or picture.

We can create an annunciator from a simple text font, or create a special graphics image using any popular drawing package. We can scan a company logo or picture, or in general make anything into an annunciator that you want. Keep in mind though, that laying out an LCD is similar to laying out a PC board, so that if you want us to put the word "antidisestablishmentarianism" along the top edge of the part as an annunciator, it will block the traces of the other segments from getting to the pins, so it may be a problem.