Okay, if you've already created the save - then you will want to go into the actual save game file path which will look like this :
C:\Users\<YOURNAME>\Documents\Out of the Park Developments\Franchise Hockey Manager 10\saved_games
In there you will see all of your saved games, just folders with a '.lg' suffix.
Click on the save that you want to add the graphics to, until you're in this file directory:
C:\Users\<YOURNAME>\Documents\Out of the Park Developments\Franchise Hockey Manager 10\saved_games\<YOURSAVE>.lg\graphics
There you will see all of the different folders for the different graphics, at that point you want to go into the zip folder you downloaded which looks like this:
Then drag all of those folders into the saved game folder you've got open in Windows Explorer, it will ask if you want to overwrite the ones you've already got in there, just click yes. Then the logos etc should appear in your game.
You can repeat this process for any and all saved games you've already created.
HOWEVER, if you want to add it to the 'QuickStart' folders, then it will include these logos when you start a new game, BUT BEWARE, when a patch is released it will overwrite some logos with the default again, so you'll have to repeat the process I mentioned above. So for the time being, probably easiest just to do the first method I've mentioned.