hub seal which way?

Hi guys being abit special but I need a quick hand. Just took my hub off cos the bearing was squeeling having had them just done.

The hub seal was chewed up. Got a new one but which way round does it go? Lip towards the hub bearing and c-shape to the car or the other way round?

96 disco 300tdi

please help!

hi mate if you look at it close enough it says around the edge this side to stub axle. don't do what i did on my first attempt and put it in backwards as they do leak after a few months.