The best workaround I found so far was to define my own command based on this answer: https://tex.stackexchange.com/a/262420/120014
My solution:
In beamerthemeNAME.sty:
\newcommand{\institutionlogo}[1]{\def\insertinstitutionlogo{#1}}
In main.tex:
\institutionlogo{\includegraphics[width=2cm]{logo_file_name}}
In beamerinnerthemeNAME.sty (the last node uses \insertinstitutionlogo):
% Title page
\defbeamertemplate*{title page}{NAME}[1][]
{
\begin{beamercolorbox}[wd=\paperwidth,ht=\paperheight]{title page header}
\begin{tikzpicture}[baseline=0cm,
block/.style={
%draw, % Uncomment this to see boxes around the areas (for debugging)
text width=0.92*\paperwidth,
anchor=north west,
minimum height=1cm,
},
font=\large
]%
\useasboundingbox[](0,0) rectangle(\the\paperwidth,\paperheight);
% Title
\node[block,white,align=left,anchor=west] at (0.5,\paperheight-0.5\barheight){\usebeamerfont{title}\inserttitle};
% Authors, institutions, and date
\node[block,black,align=left,text width=0.435\paperwidth] at (0.5,\paperheight-\barheight-0.3cm){\usebeamerfont{author}\insertauthor \\ {\vskip0.3cm \usebeamerfont{institute}\insertinstitute} \\ \vskip0.3cm \usebeamerfont{author}\insertdate};
% Title graphic
\node[block,black,text width=0.435\paperwidth,align=right,anchor=north east] at (\paperwidth-0.5cm,\paperheight-\barheight-0.3cm){\inserttitlegraphic};
% Institutional logo
\node[block,black,text width=0.435\paperwidth,align=right,anchor=south east] at (\paperwidth-0.15cm,0.15cm){\insertinstitutionlogo};
\end{tikzpicture}
\end{beamercolorbox}
}
Also thanks to https://tex.stackexchange.com/a/146682/120014, which is how I figured out how to do the initial setup of the beamer*theme*.sty files.
\logofor my specific case anymore, but I didn't learn how to control\logoitself. – EL_DON Mar 05 '17 at 21:05