You can change it in BIOS Setup F2 by going to Embedded Server Management and setting Front-Panel LCD Options to User-Defined String, then goin gto User-Defined LCD String to set the string. You can also change it from the OS using OMSA (OpenManage Server Administrator by going to System, Main System Chassis, Front Panel (sub tab), and set LCD Line to Custom.
Having some trouble on how to change the "host" in lcd fron on R410 and 610 servers.Where can I change this? Can't find it in the lcd settings. 
Change "host" in LCD display in front of server