Open a new, 500 x 300, Transparent canvas with 16 million colors. This will give you lots of room to work, but you can adjust the size according to what's comfortable for you to work with.

Using the Text Tool - Floating & Anti-alias checked - Fill your text with white (A nice chunky font will work best - I used size 100, Arial Black for the logo).

Using the Move Tool, move the text to the approximate center of the canvas.

Select None

Effects | 3D Effects | Inner Bevel **

• Arc Shape (Top Row, Second From Left)
  
• Width = 10
  
• Smoothness = 20
  
• Depth = 5
  
• Ambience = 0
  
• Shininess = 0
  
• Color = White
  
• Angle = 315
  
• Intensity = 25
  
• Elevation = 45

** Depending on the size and thickness of your font, you may need to adjust the bevel settings a bit... it's important that the bevel not be too light or too dark, otherwise the colorizing won't work properly. What you're striving for is a nice light to medium gray.

At this point you may want to save or duplicate your file so that you can play with different textures and colors later.

Note: Using the lasso tool and drawing a selection around each letter at this point allows you to add textures and colors to each selection individually (as seen in my tutorials logo).

Effects | Texture Effects | Texture **

• Brick Texture #4
  
• Size = 50%
  
• Smoothness = 5
  
• Depth = 1
  
• Ambience = 0
  
• Shininess = 0
  
• Color = White
  
• Angle = 315
  
• Intensity = 50
  
• Elevation = 30

Colors | Colorize **

• Hue = 70
  
• Saturation = 30

** These are the settings I used in the example logo at the top... you can change them to suit your own taste.

Effects | 3D Effects | Drop Shadow

• Vertical = 5
  
• Horizontal = 5
  
• Opacity = 40
  
• Blur = 5
  
• Color = Black

Tip: Always add texture over the bevel, otherwise the effect is just not as impressive:

Have fun!