with regards to the issue of what appears after the QuickFind custom entity project icon, by default the system assumes that there is an xxxx_name field being used on your custom entity (xxxx_name being say proj_name for custom entity Project). This _name field is always there on a table created by the custom entity wizard, and on the basis that something had to appear, that field was the chosen default.
However, if you go in to the custom_tables table, you will see a column Bord_RecDescriptor, which does have values for the Cases, Company, Person tables etc. You can enter a value in the field for your custom entity record (in my case I used #proj_name#:#proj_description# but you can try other text field values).
The trick with this though is that having made your change, you must update the bord_createdby/bord_updatedby and bord_timestamp fields for this record to the current time (or say T+2 mins), in order to cause the QuickFind to pick up your change. If you don't do this (or, as happened to me, do make the change, but are too slow about it) the QuickFind decides there's nothing new here, and your changes never, ever get picked up (even after machine reboot).
You can also change the values for the core entities (and the separator between multiple fields) if there are other text fields that work better for you.
Note: The above is untested except in my dev playground, please back up etc. as fiddling with the metadata tables is completely unsupported!.