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That's were we started: all logos were coats of arms. And then all logos were something else. These are design trends.

That’s not true. While there have been fads in the past that some logos adhered to, the history of insignia is overflowing with what we would today call logos that were not coats of arms.

Every epoch in the insignia design had a distinct style, right? Roman military insignia looked like Roman military insignia, there wasn't a vast range of styles within that use case / time period.

Outside of military use and maybe some rare other state uses, there wasn't much insignia, and especially not much insignia that you would call a logo by today's application.

Of course there was, especially in Roman times when most couldn’t read. The gods all had their symbols, as did the many vendors. Many cities had emblems they added to things like gates, walls, and money, and prominent families had seals they would use for official documents as well as decoration.

These came in many styles and had a lovely variety which sprang from the message the person wanted to send and what they thought looked cool.

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