It is generally accepted that the side with the MOST identifying information is the Face side of a Silver Strike.

That would make the LOGO side the FACE or FRONT of a silver strike.

Most information...

Name of Casino
City of Casino
Denomination of Token
Manufacturer of Token (Mint Mark)
On Silver Strikes usually the .999 Fine Silver inscription

Taken from one of the early guides...

FACE - This refers to the side of the token that contains the design of the Casino's Logo's or owners. Nearly all $7 and $10 tokens have the inscription ".999 FINE SILVER" on the FACE side at the bottom of the ring. The $28 and $40 tokens have the inscription "24 Karat HGE" or "24K Gold" on the FACE side at the bottom of the ring. EXCEPTIONS are noted in the Appendix.