The Amazon logo is still subtly printed on the back, a dark shade of gray stamped atop the darker exterior.

ENGADGET: Amazon Kindle Fire HD review (7-inch)

PS.- We're hoping against hope that nasty "Checkthrough" logo isn't actually printed on the bag, but given some of the TSA experiences we've had, we'd half expect it to be there as a cue for screeners let the bag pass through.

ENGADGET: Skooba makes with the pictures of TSA-friendly bags (update: not really)

They were printed in black and white, leaving the rainbow Apple logo to pop from a corner.

FORBES: Apple's Most Unforgettable Advertising