I believe that the convention, for those who are fussy, is that logos should be readable right-side-up from the rear; and for stuff that's "sided" (like many tire labels, readable from the drive side. Logos on hub barrels should face the stem hole, as noted above, and tire labels should be oriented so that they're centered on/at the stem hole too. As pointed out, inside/outside and leading/trailing don't matter on the front hub, only on the rear (chain issues). So build your front wheel with the hub and rim oriented properly, and let the spokes fall where they may. Do make sure that the spokes closest to the stem hole are roughly parallel (Sheldon's instructions cover this) -- with a used hub that supersedes getting the logo facing the stem hole.