How to insert a USB cable

Are you tired of never knowing which way up you insert a USB cable? Do you always need several attempt before you can plug it in? Want to know how to get it right first time?

Based on the empirical evidence of a total of 3 cables, I can say, with some conviction, that a USB cable is always plugged in with the USB logo facing up.

Indeed, Wikipedia, from whence I shamelessly stole this picture, backs up my, um, research, with this tidbit on the topic of usability:

It is not obvious at a glance to the inexperienced user (or to a user without sight of the installation) which way around the connector goes, so it is often necessary to try both ways. More often than not, however, the side of the connector with the "trident" logo is the top.

Shame USB drives don’t have the logo on them. I guess I’ll still have to get it wrong, swear and turn it over before using those.