Yes, this is all possible.
To change the icon, follow
these directions (at bottom of page). Unfortunately, at least for me, this only changed the icon I see once inside OS X, which is what I mainly wanted, but it does not change the icon you see when selecting the partition to boot to at startup. If anyone knows how to change this, I'd be interested in knowing.
To change the name (again, only works inside OS X, at boot selection, it sticks with the default "Windows"), boot into Windows, right click on your C drive, and select "Properties". I don't remember exactly which one needs to be filled out, but if you look through the different tabs of properties, there should be one that allow you to change the name of the drive. Just to cover all bases, I went ahead and filled out every one that looked like it could be used to recognize the drive, and it worked.