Illustrator 10 and shading characters

How are characters shaded in illustrator 10 ?

When I say shade, I mean, in rough terms, like the Google logo for example, so the letters appear dimensional.

Tried the inner glow with grey, on the edge.

You could try “outlining” the text (ie, turning them into objects). That may give you access to other effects you could apply. I’m not familiar with the newer Illustrators, so I don’t know what effects you have at your disposal.

Another thing you might consider (depending on how big you need to print) is importing the text into Photoshop, applying Layer Effects there, and bringing it back into Illustrator as a “placed” file.