Simple vintage text effect

Hi,
I was trying to do a simple vintage text effect but I don't know how to name the effect so I can't find any tutorial online.
Here's the effect, it's on the letterpress logo, behind the actual text there is a lined effect carved into the letters.
http://www.castirondesign.com/archive/in-depth-jack-sinclair-letterpress-studio/
Thanks!

Hello there!
In the following link:
http://abduzeedo.com/vintage-typography-experiment-illustrator-and-photoshop
Go to Step 22, as shown below:
In addition with the helpful response by the contributor above, here are some more helpful links:
http://www.computerarts.co.uk/tutorials/create-custom-type-illustration
http://vectips.com/tutorials/quick-tutorial-create-a-reusable-retro-type-treatment/
Please post back if you have any other questions
Janelle

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