MSIX Missing Icons/Logo

Does anyone know why when Creating an MSIX package through VS or the Azure Pipeline Task 'Build and Package' all is well (the app has icons on the installation window and task bar once installed), and why when I build and package separately (by building with the VSBuild task and packaging with the aforementioned MSIX task with a no-build flag) my Icon/log is blank? has anyone come across this?

The recipe and the proj file looks the same with either method. I'm looking at the task source code to see if there's anything different and both the output from the pipeline and VS local build, but I cannot for the life of me find a difference there.

Any ideas?