“Honey, is that black over there our bag?”
After a couple of flights with kids you realize how smart people are that buys bag with unique prints on them. But you can still use that black, red or grey bag and still be able to find it amongst all other luggage. Just pimp it a little. I found some smart address markers on Target, which I put on my black bags. So they are not all black any more.
You can also do a cheap one: use some colored tape (you can buy it almost anywhere these days, Target and Hobby Lobby has good ones).
In that way, neither you nor any other passenger will get a surprise when opening the bag…