I just tried it on my system and I have no problem.
You are using a .icns file, right? If so and following the regular procedure (i.e., drag the new .icns file to the Get Info icon area of DEVONthink.app), I have no idea why it is not working for you.
The next release of DEVONthink makes the color of tags scriptable, this is not possible on iOS. Custom icons might be supported in the future on iOS too but no promises.
Just wanted to say THANK YOU! to @valente for your generosity in taking the time to share all of this (repeatedly!). Also thanks to @apoc527 for the tip and examples about iconjar, and to all other who’ve made helpful suggestions about this.
What a community this is! – would that other online communities were like it. (Sadly, they are not, and I’ve just about stopped frequenting any of them other than this one).