Illustrator allows for limitless customization for text. You can make lines with the pen tool and add a text type to the line and that will allow the text to flow along with the line. You also have the capability to change the texts position along the path by grabbing the line in the middle of the text and you can also set the texts boundaries with the lines at the end.
The type tools also allow for you to add text to closed shapes like you see in the first image. It allows for cool customization for logos and neat looking text. You also have the power to change whether the text is on the in or outside of the line or shape by simply grabbing the middle line and pulling it up or down.
The Character tab is where the endless possibilities of precise customization comes in. You can change the font, size, placement, spacing, etc. I used the character tab in the first photo to move the “Build. Plan. Build” text to be centered in the line instead of above or under it.
Adam Edwards Digital Art 