The fan blades are curved to catch air and push it. The "cupped" face is where it catches the air and pushes it away from that surface. The Antec label, on the same side as the "cups" therefore should face the inside of the case, not the front.
Edit: Just to make sure, went upstairs to check ..... 5 Antec cases ..... only the old Antec Lanboy has label facing front. All other boxes have have labels on the exhaust side (with the cups) matching the picture in ya post. Of course, the simple thing is to plug in it before ya install.