Good question, but I believe the coat-of-arms from the pledge is just for a family.

Guilds, duchies, and etc will all have their own coats of arms, though I don't know if they can vary within the guild, unless you create a multitude of guilds and call them one.

Right. In my case, the family is closely tied to the organisation. You could call it a family business.

I certainly hope we can just create custom logos and variants and submit them to tailors.