Customise your User profile
You should have already set up a User name, but now it's time to tweak your profile with an icon or photo.
Zip some pics over to the PS3 if you want a photo-representation, then highlight your profile in the Users menu, hit triangle, select info and highlight the profile image and tap Edit - you can now choose the best shot from the hard drive.
Alternatively, as you sign up to the Network service, there's a whole bundle of pre-made icons and character logos from games like LocoRoco to choose from.
These won't be unique, of course, but you could make your own by just putting an image you've created onto the PS3 instead of just a photograph and using the above process to select it.
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