jadedmisery requested a tutorial for this. So here I go.
Go from this
to this
in 8 easy steps.
Created with Photoshop CS2.
1. Start out with this base which I cropped from a cap by
peacefully.
2. Duplicate that layer and up the contrast on the copied layer. You can do this by going to 'image >>> adjustments >>> brightness/contrast'.
3. Duplicate the layer you just upped the contrast on. Set the lower one to screen 25% and the upper one to soft light 100%.
4. If you think it looks a bit blurry you can sharpen the top soft light layer by going 'filter >>> sharpen >>> sharpen'.
5. Fill a new layer with the colour #7888b6 and set it to soft light.
6. Fill another new layer with the colour #b28080 and again set it to soft light.
That will give you this...
7. Now for the text. To put it at an angle create a path, just a short line that for the text to run along. If you don't know how to use paths there are plenty of tutorials out there.
After creating the path, click on the text tool and then click on the path you've just made and type what you want. I used the font 'FranklinGotTDemCon' (Franklin Gothic T Demi Condensed).
8. Duplicate the text layer you just created. Rasterize the lower text layer by right clicking on the layer in the layers window and clicking 'rasterize type'. Press ctrl+I to invert the colours (ie making it black) and set it to soft light. Then move the layer slightly to create the illusion of a shadow. Then taaa daaa, you're done.