Any potential energy (gravitational, electrical, ...) has an arbitrary constant term. Given some conservative force field F(x), any function U(x) for which
[tex]\nabla U({\boldsymbol{x}}) = -\,{\boldsymbol{F}}({\boldsymbol{x}})[/tex]
is a potential energy function U(x) of the force field F(x). Adding a constant to U(x) yields another function Uc(x)=U(x)+c whose gradient is the force field. Bottom line: You can pick any value you want for that constant. One obvious choice for gravitational potential is to make the potential vanish as [itex]||\boldsymbol x||\to\infty[/itex], in which case the potential for any finite x will be negative.