For a shoulder bag:
Timbuk2
3 words: Good sturdy construction.
I like the look of waxed canvas, but others choose the 840 Ballistic Nylon or
Codura. You choose the size, the colors, and the materials (but the insides are always synthetic). Heck, the company lets you make an ugly bag and return it if you don't like it.
I have yet to run into anybody that has worn a Timbuk2 bag out yet. I have the commuter, which was just discontinued from the BYO menu. If you get a messenger bag, find some ditty bags to go into it or you'll loose stuff. Pay for the laptop insert, get it in a bright color. (Search this site for reviews of Timbuk2 bags).
Some other bags that are worth the money:
The Jand Esk is also very good. And
Patagonia also makes good rugged and ugly bags.
www.Ebags.com often has savings on all of these company's products. I have used them all. The Jand Esk is a big bag with lots of pockets, Patagonia makes large and small bags that are absolutely ugly, and Timbuk2 just makes great bags.
For a backpack I recommend the
Boblbee Megalopolis.
See Below I have abused the bag and it still looks great. I have the Darth (Shiny black) and it shows little ware well. The Boblbee system is modular and very compact (despite appearances). My bag meets the tightest carry on requirements for commercial flights, but can be expanded with add-ons that clip, snap, slide, and or tie on. The best part is the hard-shell, which created an air-pocket that saved a computer of mine when the bus I was in sunk under water in Cambodia, is that it protects your gear from the environment. It survived monsoon rains, (Both the soft and hard parts are very water-resistant). Another advantage of the hard shell (if not over expanded or packed) is that if you fall on your back, your computer wont get squished. This is also good if you have to pack your self in a NY subway car, or push your way though a herd of cows.
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