Good branding is recognizable without the logo, especially to the target audience.

For HN, macs are a good example. You can remove all the apples and we’ll recognize the laptop.

My Triumph motorcycle has a similar property. You could remove all the logos (there’s just 2 stickers anyway) and even my girlfriend who is not into bikes will recognize it by the engine sound alone.

Kitchenaid and Smeg appliances have a similar property. BBC hides all the logos and you can still recognize the standup mixers in their baking shows.