Where are "Settings"

I have signed on for the 14 day trial and am the admin, and am now trying to set up some custom columns. However, I cannot find Settings anywhere.

Under my initials in the top right corner, I see "Company Settings" but that doesn't appear to be the correct place to make custom columns.

Likewise, I see "Settings" (the gear icon) on the contact page - but than doesn't appear to be the correct place either.

Please help!