Negative copper, as in, a cutout in the shape of the text.
Just to demonstrate, using my corporate logo:


Copper height exaggerated to illustrate the cutout, and soldermask opening to show the underlying copper (which shows as yellow here, suggesting ENIG or the like).
As mentioned, all exposed metal surfaces get the same plating, whatever it is (bare / OSP, tin or solder, gold, silver..), unless you wish to use a custom process with masking and extra steps that gives you different platings by area (be willing to pay for it!). Of which, gold fingers is probably the most common, and isn't terrifyingly expensive, but don't expect it on a cheap proto service!
Different colored solder mask regions is also an option, but again, as a custom process, with extra steps, be prepared to pay for it.

Tim