The sign shows the tendency: when one variable is above its mean, the other is usually below. It is not a strict rule and says nothing about the variances, which are never negative.
The covariance \(\operatorname{Cov}(X,Y)\) of two variables \(X\) and \(Y\) measures whether they tend to deviate from their expectations \(E\) in the same or opposite directions: it is the expectation of the product of their deviations.