As another answer points out, a constant can be added to the potential energy without affecting the equations of motion. Often, we impose the boundary condition that the potential energy is zero 'at infinity'.
For the case of a central gravitational (attractive) force, imposing the "zero at infinity" boundary condition means that the gravitational potential energy is negative for non-zero $r$.
Since the kinetic energy is always positive, it is possible that the total energy of the particle can be negative, zero, or positive.
Considering purely radial motion:
- If the total energy is positive, the particle could 'escape to
infinity' with non-zero speed.
- If the total energy is zero, the particle could 'arrive at infinity'
with exactly zero speed.
- If the total energy is negative, the particle is bound in the sense
that it cannot exceed some finite distance $r_{max}$
Considering 2D motion:
- If the total energy is positive, the particle's trajectory is a
hyperbola.
- If the total energy is zero, the particle's trajectory is a parabola.
- If the total energy is negative, the particle's trajectory is an
ellipse.
Since a circle is a degenerate ellipse, it follows that the total energy must be negative for a circular orbit.