The consortium that developed the USB system specified some standardized generic devices, such as Mass Storage, Human Interface Device, USB Hub, etc. All modern operating systems include built-in drivers for these generic devices.
You can view this information on Device Manager on Windows or System Information on Mac. If the device includes two or more classes, it will be called a Composite Device.
If you use one of these built-in generic device classes, your device will work on Mac, Windows, Linux, even Android, without any special drivers.
The exception is Serial or Virtual COM Port, which is commonly used in mixed hardware/software projects. Different operating systems and USB-serial hardware handle serial communication differently and need drivers. Luckily, the LUFA serial drivers are easy to install and can be packaged with your software.
A relevant point is that you can't easily 'rename' your device so its brand name or product name are visible on the computer. These Vendor ID's and Product ID's (VID:PID) require an expensive license. Atmel bought the LUFA developers a bunch of licenses for demo projects, which you can use at your own risk.