Also, the overwhelming majority of USB plugs have the logo on the side away from the plastic bit, and sockets have their plastic bits towards the top of the device. You want the plastic bits on opposite sides (as physical objects don’t like to overlap), so that means that if you can feel the logo with your thumb, that side goes up when you plug it in, and you don’t even have to look.
Towards the back of the machine normally counts as up for upwards-facing sockets, unless it’s a case with feet on the side, in which case it’ll be away from those feet so the sockets would be the right way up if it were sideways and on the alternative feet.