Creating a Wood Burned Effect with Text and Logo

The real trick to this kind of thing is to use the Multiply blend mode and carefully design your artwork or maybe even layer it so that you simulate the depth by using darker edges on one side. The Multiply blend mode will make pixels darker, which would simulate the wood burning and dark edges would be darker simulating depth.

There is no clever 3D way to do this in AE without 3rd party plug-ins or resorting to C4D-lite that comes with AE. If you go the 3D way you would have to create your artwork and then subtract it from a 3D model of the wood, then apply the appropriate texture maps and lighting.

Here's a simple text example using AE's text tool, a wood texture, a copy of the text using stroke only for the edge shadow blur and another copy as a track matte. Fractal noise was applied to the original text layer to give it a little more texture. Colors were carefully chosen from the wood layer. I hope this helps. The wood texture comes from Adobe Stock. Pay attention to the layer order and position.