I'm pretty sure the word "UP" isn't a logo. Also don't get confused by the word up appearing on each individual piece you remove. That word up is merely telling us which side goes up for each piece so we don't try to put them in incorrectly. Most aftermarket brands will not say "UP" on them but instead will have an arrow that indicates air flow direction. Air flow arrows should point down. All horizontally mounted cabin air filters with the blower motor mounted below the filter will have downward air flow otherwise the blower motor would be full of dirt and debris if the air flowed up.