This feature is called "Full Screen Boot Logo" and while some motherboards support it, some not. I know for sure all newer Asus motherboards can do that and as a matter of fact, they even come with "BootWizard" utility where you can convert regular BMPs, GIF or JPG into boot logo.
The original program, which is universal to Award BIOS is "cbrom". Do a search for it and try it. If it will work for you, that means your motherboard supports the feature. If not, there is not much you can do unfortunately.
Good luck!