The side with the USB logo is always up. At least on all devices I ever used.
You realize that USB ports aren't always "up & down". Sometimes they're sideways. Sometimes they're reversed.
As someone with a USB C phone who is trying to convert all my devices to it: reversibility is far from a necessity, I did just fine for years with USB B on my phones, but it is extremely nice to not have to even think about direction. And now, it is noticeably annoying when I have to use MicroUSB.