Acutally, it does matter. Ther is a large spine running right throught the "T" in Burton and that goes parallel with the lenght of the board. The arch of the boot fits there. The word Burton goes across the board from side to side, not end to end

It doesn't actually matter. It's more of a personal preference really. I suppose if you're wanting to get the most "scraping" power from it, placing it so you can read the burton logo while you board would offer a little wider area to scrape the snow off your boot. But that's about it.