Windows 11 installation keeps restarting at the ASUS ROG logo

First, clarify whether this is a new PC or an existing Windows installation, because the troubleshooting differs. If you are doing a clean install, enter the boot menu—usually with F8, F11, or Esc while powering on—and select the USB manually. If Windows setup has already copied files to the drive and the PC restarts, remove the USB or choose the internal SSD from the boot menu so it doesn’t start the installer over again. Also check that the USB was created as a proper bootable Windows installer; a bad or incomplete installer can cause restart loops.

You generally don’t need to update the BIOS before installing Windows unless the motherboard has a specific compatibility problem. Don’t interrupt the system or flash a BIOS update unless you have the exact update for your ASUS model and stable power. After Windows is working, you can usually download the BIOS file on another computer and place it on the same USB, but the drive may need to be reformatted first, so back up anything important.