After the web 2.0 logo creation guide, here is a simple tutorial for adding effects in type layers and make them looking like logos. Open Adobe Photoshop, create a new document in CMYK format, type anything you like, select the type layer and apply drop shadow, inner shadow, outer glow, bevel and emboss (with contour), gradient overlay and stroke.
If you want something like the one below, istead of gradient overlay effect, apply pattern overlay effect as you see it in the following screenshot (the pattern we used here is from nature patterns of Adobe Photoshop).
You can download the .psd file that we created for the tutorial (it includes both images in different layers). The colors we used are written on the screenshots.