diff --git a/Directory.Build.props b/Directory.Build.props
index 66e5b316b1..e1bf86d4e1 100644
--- a/Directory.Build.props
+++ b/Directory.Build.props
@@ -46,7 +46,8 @@
     <!-- Contact email address for NuGet packages and Linux installers. -->
     <MaintainerEmail>nugetaspnet@microsoft.com</MaintainerEmail>
 
-    <PackageIconUrl>https://go.microsoft.com/fwlink/?LinkID=288859</PackageIconUrl>
+    <PackageIcon>packageIcon.png</PackageIcon>
+    <PackageIconFullPath>$(MSBuildThisFileDirectory)packageIcon.png</PackageIconFullPath>
     <PackageProjectUrl>https://asp.net</PackageProjectUrl>
     <NuspecBasePath>$(MSBuildProjectDirectory)</NuspecBasePath>
 
@@ -55,6 +56,10 @@
     <DefaultNetCoreTargetFramework>netcoreapp$(AspNetCoreMajorVersion).$(AspNetCoreMinorVersion)</DefaultNetCoreTargetFramework>
   </PropertyGroup>
 
+  <ItemGroup>
+    <None Include="$(PackageIconFullPath)" Pack="true" PackagePath="\"/>
+  </ItemGroup>
+
   <!-- Warnings and errors -->
   <PropertyGroup>
     <TreatWarningsAsErrors>true</TreatWarningsAsErrors>
diff --git a/packageIcon.png b/packageIcon.png
new file mode 100644
index 0000000000..a0f1fdbf4d
Binary files /dev/null and b/packageIcon.png differ
diff --git a/src/Analyzers/Analyzers/src/Microsoft.AspNetCore.Analyzers.csproj b/src/Analyzers/Analyzers/src/Microsoft.AspNetCore.Analyzers.csproj
index feec3324be..cc4201ca79 100644
--- a/src/Analyzers/Analyzers/src/Microsoft.AspNetCore.Analyzers.csproj
+++ b/src/Analyzers/Analyzers/src/Microsoft.AspNetCore.Analyzers.csproj
@@ -25,6 +25,7 @@
   <ItemGroup>
     <NuspecProperty Include="OutputBinary=$(OutputPath)$(AssemblyName).dll" />
     <NuspecProperty Include="OutputSymbol=$(OutputPath)$(AssemblyName).pdb" />
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
   </ItemGroup>
 
 </Project>
diff --git a/src/Analyzers/Analyzers/src/Microsoft.AspNetCore.Analyzers.nuspec b/src/Analyzers/Analyzers/src/Microsoft.AspNetCore.Analyzers.nuspec
index f906ece217..0780ae588d 100644
--- a/src/Analyzers/Analyzers/src/Microsoft.AspNetCore.Analyzers.nuspec
+++ b/src/Analyzers/Analyzers/src/Microsoft.AspNetCore.Analyzers.nuspec
@@ -7,5 +7,6 @@
   <files>
     <file src="$OutputBinary$" target="analyzers\dotnet\cs\" />
     <file src="$OutputSymbol$" target="analyzers\dotnet\cs\" />
+    <file src="$PackageIcon$" target="" />
   </files>
 </package>
diff --git a/src/Components/Blazor/Build/src/Microsoft.AspNetCore.Blazor.Build.csproj b/src/Components/Blazor/Build/src/Microsoft.AspNetCore.Blazor.Build.csproj
index adfa71ef6b..aa5a484bf5 100644
--- a/src/Components/Blazor/Build/src/Microsoft.AspNetCore.Blazor.Build.csproj
+++ b/src/Components/Blazor/Build/src/Microsoft.AspNetCore.Blazor.Build.csproj
@@ -23,6 +23,7 @@
     <NuspecProperty Include="componentsversion=$(ComponentsPackageVersion)" />
     <NuspecProperty Include="razorversion=$(MicrosoftAspNetCoreRazorDesignPackageVersion)" />
     <NuspecProperty Include="blazormonoversion=$(MicrosoftAspNetCoreBlazorMonoPackageVersion)" />
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
   </ItemGroup>
 
   <ItemGroup>
diff --git a/src/Components/Blazor/Build/src/Microsoft.AspNetCore.Blazor.Build.nuspec b/src/Components/Blazor/Build/src/Microsoft.AspNetCore.Blazor.Build.nuspec
index ab73599f0b..56fee600d3 100644
--- a/src/Components/Blazor/Build/src/Microsoft.AspNetCore.Blazor.Build.nuspec
+++ b/src/Components/Blazor/Build/src/Microsoft.AspNetCore.Blazor.Build.nuspec
@@ -12,5 +12,6 @@
     <file src="targets\**" target="targets" />
     <file src="$publishdir$**\*" target="tools/" />
     <file src="..\..\..\Web.JS\dist\$configuration$\blazor.*.js" target="tools/blazor" />
+    <file src="$PackageIcon$" target="" />
   </files>
 </package>
diff --git a/src/Components/Blazor/DevServer/src/Microsoft.AspNetCore.Blazor.DevServer.csproj b/src/Components/Blazor/DevServer/src/Microsoft.AspNetCore.Blazor.DevServer.csproj
index b12f55ef82..3862555a0e 100644
--- a/src/Components/Blazor/DevServer/src/Microsoft.AspNetCore.Blazor.DevServer.csproj
+++ b/src/Components/Blazor/DevServer/src/Microsoft.AspNetCore.Blazor.DevServer.csproj
@@ -33,6 +33,7 @@
     <NuspecProperty Include="publishDir=$(PublishDir)" />
     <NuspecProperty Include="componentsrootdir=..\..\..\" />
     <NuspecProperty Include="blazorversion=$(PackageVersion)" />
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
   </ItemGroup>
 
 </Project>
diff --git a/src/Components/Blazor/DevServer/src/Microsoft.AspNetCore.Blazor.DevServer.nuspec b/src/Components/Blazor/DevServer/src/Microsoft.AspNetCore.Blazor.DevServer.nuspec
index 5142ba2080..48e4e8b238 100644
--- a/src/Components/Blazor/DevServer/src/Microsoft.AspNetCore.Blazor.DevServer.nuspec
+++ b/src/Components/Blazor/DevServer/src/Microsoft.AspNetCore.Blazor.DevServer.nuspec
@@ -7,5 +7,6 @@
     <file src="build\**" target="build" />
     <file src="$publishDir$**\*" target="tools" />
     <file src="$componentsrootdir$THIRD-PARTY-NOTICES.txt" target=".\THIRD-PARTY-NOTICES.txt" />
+    <file src="$PackageIcon$" target="" />
   </files>
 </package>
diff --git a/src/Components/Blazor/Templates/src/Microsoft.AspNetCore.Blazor.Templates.csproj b/src/Components/Blazor/Templates/src/Microsoft.AspNetCore.Blazor.Templates.csproj
index c91a32128d..640d8f21d0 100644
--- a/src/Components/Blazor/Templates/src/Microsoft.AspNetCore.Blazor.Templates.csproj
+++ b/src/Components/Blazor/Templates/src/Microsoft.AspNetCore.Blazor.Templates.csproj
@@ -15,6 +15,10 @@
     <IsProjectReferenceProvider>false</IsProjectReferenceProvider>
   </PropertyGroup>
 
+  <ItemGroup>
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
+  </ItemGroup>
+
   <ItemGroup>
     <UpToDateCheckInput Include="content\**\.template.config.src\**\*.*" />
   </ItemGroup>
diff --git a/src/Components/Blazor/Templates/src/Microsoft.AspNetCore.Blazor.Templates.nuspec b/src/Components/Blazor/Templates/src/Microsoft.AspNetCore.Blazor.Templates.nuspec
index 70b93d7253..babb09b520 100644
--- a/src/Components/Blazor/Templates/src/Microsoft.AspNetCore.Blazor.Templates.nuspec
+++ b/src/Components/Blazor/Templates/src/Microsoft.AspNetCore.Blazor.Templates.nuspec
@@ -11,5 +11,6 @@
       src="content/**"
       exclude="**/bin/**;**/obj/**;**/.template.config.src/**;content/Directory.Build.props;content/Directory.Build.targets;"
       target="Content" />
+    <file src="$PackageIcon$" target="" />
   </files>
 </package>
diff --git a/src/Components/Components/src/Microsoft.AspNetCore.Components.csproj b/src/Components/Components/src/Microsoft.AspNetCore.Components.csproj
index a7ad3493c9..8d5bf5328e 100644
--- a/src/Components/Components/src/Microsoft.AspNetCore.Components.csproj
+++ b/src/Components/Components/src/Microsoft.AspNetCore.Components.csproj
@@ -48,6 +48,7 @@
     <NuspecProperty Include="OutputBinary=$(MSBuildProjectDirectory)\$(OutputPath)**\$(AssemblyName).dll" />
     <NuspecProperty Include="OutputSymbol=$(MSBuildProjectDirectory)\$(OutputPath)**\$(AssemblyName).pdb" />
     <NuspecProperty Include="OutputDocumentation=$(MSBuildProjectDirectory)\$(OutputPath)**\$(AssemblyName).xml" />
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
   </ItemGroup>
 
 </Project>
diff --git a/src/Components/Components/src/Microsoft.AspNetCore.Components.multitarget.nuspec b/src/Components/Components/src/Microsoft.AspNetCore.Components.multitarget.nuspec
index 6324ea3136..14934a1d76 100644
--- a/src/Components/Components/src/Microsoft.AspNetCore.Components.multitarget.nuspec
+++ b/src/Components/Components/src/Microsoft.AspNetCore.Components.multitarget.nuspec
@@ -20,6 +20,7 @@
     <file src="$OutputBinary$" target="lib\" />
     <file src="$OutputDocumentation$" target="lib\" />
     <file src="$OutputSymbol$" target="lib\" />
+    <file src="$PackageIcon$" target="" />
     <file src="..\..\THIRD-PARTY-NOTICES.txt" target=".\THIRD-PARTY-NOTICES.txt" />
   </files>
 </package>
diff --git a/src/Components/Components/src/Microsoft.AspNetCore.Components.netcoreapp3.0.nuspec b/src/Components/Components/src/Microsoft.AspNetCore.Components.netcoreapp3.0.nuspec
index 8dec24f270..615d24fbdc 100644
--- a/src/Components/Components/src/Microsoft.AspNetCore.Components.netcoreapp3.0.nuspec
+++ b/src/Components/Components/src/Microsoft.AspNetCore.Components.netcoreapp3.0.nuspec
@@ -14,6 +14,7 @@
     <file src="$OutputBinary$" target="lib\" />
     <file src="$OutputDocumentation$" target="lib\" />
     <file src="$OutputSymbol$" target="lib\" />
+    <file src="$PackageIcon$" target="" />
     <file src="..\..\THIRD-PARTY-NOTICES.txt" target=".\THIRD-PARTY-NOTICES.txt" />
   </files>
 </package>
diff --git a/src/Installers/Windows/SharedFramework/SharedFramework.wixproj b/src/Installers/Windows/SharedFramework/SharedFramework.wixproj
index 4752953ec2..afb754e2dd 100644
--- a/src/Installers/Windows/SharedFramework/SharedFramework.wixproj
+++ b/src/Installers/Windows/SharedFramework/SharedFramework.wixproj
@@ -24,6 +24,10 @@
     <ToolsetInstallerNuspecFile>$(RepoRoot)\src\Installers\Windows\SharedFramework\SharedFrameworkPackage.nuspec</ToolsetInstallerNuspecFile>
   </PropertyGroup>
 
+  <ItemGroup>
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
+  </ItemGroup>
+
   <ItemGroup>
     <WixExtension Include="WixDependencyExtension">
       <HintPath>$(WixExtDir)\WixDependencyExtension.dll</HintPath>
diff --git a/src/Installers/Windows/SharedFramework/SharedFrameworkPackage.nuspec b/src/Installers/Windows/SharedFramework/SharedFrameworkPackage.nuspec
index b5b8c43d9e..ecbdf5d60c 100644
--- a/src/Installers/Windows/SharedFramework/SharedFrameworkPackage.nuspec
+++ b/src/Installers/Windows/SharedFramework/SharedFrameworkPackage.nuspec
@@ -15,5 +15,6 @@
     <files>
         <file src="$ASPNETCORE_RUNTIME_MSI$" />
         <file src="$ASPNETCORE_CAB_FILE$" />
+        <file src="$PackageIcon$" target="" />
     </files>
 </package>
diff --git a/src/Installers/Windows/TargetingPack/TargetingPack.wixproj b/src/Installers/Windows/TargetingPack/TargetingPack.wixproj
index d8b2b051af..80065cb692 100644
--- a/src/Installers/Windows/TargetingPack/TargetingPack.wixproj
+++ b/src/Installers/Windows/TargetingPack/TargetingPack.wixproj
@@ -22,6 +22,10 @@
     <ToolsetInstallerNuspecFile>$(RepoRoot)\src\Installers\Windows\TargetingPack\TargetingPackPackage.nuspec</ToolsetInstallerNuspecFile>
   </PropertyGroup>
 
+  <ItemGroup>
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
+  </ItemGroup>
+
   <ItemGroup>
     <WixExtension Include="WixDependencyExtension">
       <HintPath>$(WixExtDir)\WixDependencyExtension.dll</HintPath>
diff --git a/src/Installers/Windows/TargetingPack/TargetingPackPackage.nuspec b/src/Installers/Windows/TargetingPack/TargetingPackPackage.nuspec
index d5ef9a2069..10301e289f 100644
--- a/src/Installers/Windows/TargetingPack/TargetingPackPackage.nuspec
+++ b/src/Installers/Windows/TargetingPack/TargetingPackPackage.nuspec
@@ -14,5 +14,6 @@
     </metadata>
     <files>
         <file src="$ASPNETCORE_RUNTIME_MSI$" />
+        <file src="$PackageIcon$" target="" />
     </files>
 </package>
diff --git a/src/Mvc/Mvc.Analyzers/src/Microsoft.AspNetCore.Mvc.Analyzers.csproj b/src/Mvc/Mvc.Analyzers/src/Microsoft.AspNetCore.Mvc.Analyzers.csproj
index 2ece75d8d8..b098c7cad2 100644
--- a/src/Mvc/Mvc.Analyzers/src/Microsoft.AspNetCore.Mvc.Analyzers.csproj
+++ b/src/Mvc/Mvc.Analyzers/src/Microsoft.AspNetCore.Mvc.Analyzers.csproj
@@ -19,6 +19,7 @@
   <ItemGroup>
     <NuspecProperty Include="OutputBinary=$(OutputPath)$(AssemblyName).dll" />
     <NuspecProperty Include="OutputSymbol=$(OutputPath)$(AssemblyName).pdb" />
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
   </ItemGroup>
 
 </Project>
diff --git a/src/Mvc/Mvc.Analyzers/src/Microsoft.AspNetCore.Mvc.Analyzers.nuspec b/src/Mvc/Mvc.Analyzers/src/Microsoft.AspNetCore.Mvc.Analyzers.nuspec
index f906ece217..0780ae588d 100644
--- a/src/Mvc/Mvc.Analyzers/src/Microsoft.AspNetCore.Mvc.Analyzers.nuspec
+++ b/src/Mvc/Mvc.Analyzers/src/Microsoft.AspNetCore.Mvc.Analyzers.nuspec
@@ -7,5 +7,6 @@
   <files>
     <file src="$OutputBinary$" target="analyzers\dotnet\cs\" />
     <file src="$OutputSymbol$" target="analyzers\dotnet\cs\" />
+    <file src="$PackageIcon$" target="" />
   </files>
 </package>
diff --git a/src/Mvc/Mvc.Api.Analyzers/src/Microsoft.AspNetCore.Mvc.Api.Analyzers.csproj b/src/Mvc/Mvc.Api.Analyzers/src/Microsoft.AspNetCore.Mvc.Api.Analyzers.csproj
index d3a6e138f1..0ae605cb69 100644
--- a/src/Mvc/Mvc.Api.Analyzers/src/Microsoft.AspNetCore.Mvc.Api.Analyzers.csproj
+++ b/src/Mvc/Mvc.Api.Analyzers/src/Microsoft.AspNetCore.Mvc.Api.Analyzers.csproj
@@ -24,6 +24,7 @@
   <ItemGroup>
     <NuspecProperty Include="OutputBinary=$(OutputPath)$(AssemblyName).dll" />
     <NuspecProperty Include="OutputSymbol=$(OutputPath)$(AssemblyName).pdb" />
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
   </ItemGroup>
 
 </Project>
diff --git a/src/Mvc/Mvc.Api.Analyzers/src/Microsoft.AspNetCore.Mvc.Api.Analyzers.nuspec b/src/Mvc/Mvc.Api.Analyzers/src/Microsoft.AspNetCore.Mvc.Api.Analyzers.nuspec
index f906ece217..0780ae588d 100644
--- a/src/Mvc/Mvc.Api.Analyzers/src/Microsoft.AspNetCore.Mvc.Api.Analyzers.nuspec
+++ b/src/Mvc/Mvc.Api.Analyzers/src/Microsoft.AspNetCore.Mvc.Api.Analyzers.nuspec
@@ -7,5 +7,6 @@
   <files>
     <file src="$OutputBinary$" target="analyzers\dotnet\cs\" />
     <file src="$OutputSymbol$" target="analyzers\dotnet\cs\" />
+    <file src="$PackageIcon$" target="" />
   </files>
 </package>
diff --git a/src/ProjectTemplates/TemplateProjects.props b/src/ProjectTemplates/TemplateProjects.props
index 8cfab01c93..fd6dc06fe4 100644
--- a/src/ProjectTemplates/TemplateProjects.props
+++ b/src/ProjectTemplates/TemplateProjects.props
@@ -21,4 +21,8 @@
     <None Include="content/**" />
   </ItemGroup>
 
+  <ItemGroup>
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
+  </ItemGroup>
+
 </Project>
diff --git a/src/ProjectTemplates/templates.nuspec b/src/ProjectTemplates/templates.nuspec
index 8e85ee528c..f603e4757c 100644
--- a/src/ProjectTemplates/templates.nuspec
+++ b/src/ProjectTemplates/templates.nuspec
@@ -11,5 +11,6 @@
       src="content/**"
       exclude="**/node_modules/**;**/bin/**;**/obj/**;**/.vs/**;**/.vscode/**;**/ClientApp/dist/**;**/wwwroot/dist/**;content/Directory.Build.*"
       target="" />
+    <file src="$PackageIcon$" target="" />
   </files>
 </package>
diff --git a/src/Tools/Extensions.ApiDescription.Client/src/Microsoft.Extensions.ApiDescription.Client.csproj b/src/Tools/Extensions.ApiDescription.Client/src/Microsoft.Extensions.ApiDescription.Client.csproj
index c50a0115fa..cef31805db 100644
--- a/src/Tools/Extensions.ApiDescription.Client/src/Microsoft.Extensions.ApiDescription.Client.csproj
+++ b/src/Tools/Extensions.ApiDescription.Client/src/Microsoft.Extensions.ApiDescription.Client.csproj
@@ -21,5 +21,6 @@
   <ItemGroup>
     <NuspecProperty Include="baseOutputPath=$(BaseOutputPath)" />
     <NuspecProperty Include="configuration=$(Configuration)" />
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
   </ItemGroup>
 </Project>
diff --git a/src/Tools/Extensions.ApiDescription.Client/src/Microsoft.Extensions.ApiDescription.Client.nuspec b/src/Tools/Extensions.ApiDescription.Client/src/Microsoft.Extensions.ApiDescription.Client.nuspec
index 23d654d168..20e8384e0c 100644
--- a/src/Tools/Extensions.ApiDescription.Client/src/Microsoft.Extensions.ApiDescription.Client.nuspec
+++ b/src/Tools/Extensions.ApiDescription.Client/src/Microsoft.Extensions.ApiDescription.Client.nuspec
@@ -8,5 +8,6 @@
     <file src="build\*" target="build" />
     <file src="buildMultiTargeting\*" target="buildMultiTargeting" />
     <file src="$baseOutputPath$\$configuration$\netstandard2.0\Microsoft.Extensions.ApiDescription.Client.*" target="tasks\netstandard2.0" />
+    <file src="$PackageIcon$" target="" />
   </files>
 </package>
diff --git a/src/Tools/Extensions.ApiDescription.Server/src/Microsoft.Extensions.ApiDescription.Server.csproj b/src/Tools/Extensions.ApiDescription.Server/src/Microsoft.Extensions.ApiDescription.Server.csproj
index e0d39cff01..c4c5f3aa7f 100644
--- a/src/Tools/Extensions.ApiDescription.Server/src/Microsoft.Extensions.ApiDescription.Server.csproj
+++ b/src/Tools/Extensions.ApiDescription.Server/src/Microsoft.Extensions.ApiDescription.Server.csproj
@@ -30,6 +30,7 @@
   <ItemGroup>
     <NuspecProperty Include="artifactsBinDir=$(ArtifactsBinDir)" />
     <NuspecProperty Include="configuration=$(Configuration)" />
+    <NuspecProperty Include="PackageIcon=$(PackageIconFullPath)" />
   </ItemGroup>
 
   <Import Project="Sdk.targets" Sdk="Microsoft.NET.Sdk" />
diff --git a/src/Tools/Extensions.ApiDescription.Server/src/Microsoft.Extensions.ApiDescription.Server.nuspec b/src/Tools/Extensions.ApiDescription.Server/src/Microsoft.Extensions.ApiDescription.Server.nuspec
index 2ffc3b4f87..7fe0e38e93 100644
--- a/src/Tools/Extensions.ApiDescription.Server/src/Microsoft.Extensions.ApiDescription.Server.nuspec
+++ b/src/Tools/Extensions.ApiDescription.Server/src/Microsoft.Extensions.ApiDescription.Server.nuspec
@@ -11,5 +11,6 @@
     <file src="$artifactsBinDir$\GetDocumentInsider\$configuration$\net461\*.*" target="tools\net461" />
     <file src="$artifactsBinDir$\GetDocumentInsider\x86\$configuration$\net461\*.*" target="tools\net461-x86" />
     <file src="$artifactsBinDir$\GetDocumentInsider\$configuration$\netcoreapp2.1\publish\*.*" target="tools\netcoreapp2.1" />
+    <file src="$PackageIcon$" target="" />
   </files>
 </package>