The Richmond University logo example on Page 7-20 of the ClarisDraw User's Guide demonstrates how to bind text to a circle. The example does not explain how to bind the text so that "Richmond" is written clockwise and "University" is written counter clockwise. Also, the figure on page 7-21 specifies inaccurate numbers for the starting point.
It is not possible to bind text to one object but have it go in two different directions. In order to achieve the results shown you will need to use two circles. Create the outside circle, duplicate it and then bind "Richmond" to one circle and "University" to the other circle. Finally, overlap the circles so they appear as one.
The starting points listed on page 7-21 are not accurate. Refer to the article titled, "How to Determine Where Text Binding Starts?" for details on starting points.