@pxcable
Since you are comfortable with photoshop and in fact it has a great set of tools for creating graphic elements like Logos, Texts-etc, I would say create the exact Logo/text/graphics you want (including your selected pantone colors) in photoshop. From there you have 2 choices:
1. Apply the graphic to a planar "decal" like you show in your screenshot. By default a plane automatically generates UV coordinates, so you should be able to drag and drop the image you create in photoshop onto the plane in a Max viewport and the image should be assigned to the object (after you save it as a graphic image file type of your choice (e.g., .png, .jpg, .psd, etc). Sometimes you have to rotate the image 90 degrees in the material Editor if Max guesses wrong about what is Length and what is width of your plane since it can be created in different ways by the user. But this is easy; enter 90 into the "W" field as shown below:
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Plan ahead and use the same image proportions in your .psd file as the decal plane you created in max.
The other thing that comes up depending on your use case is the need for transparency in ceratin parts of your decal. To do this with the Max physical material, you put a black (for transparency) and white (for fully opaque) map in the "Cutout slot" of the Physical Material. You would create this map in Photoshop typically in a separate layer using the color map as a guide and then save it out as a separate "Cutout" or opacity map.
2. Instead of applying the graphic to a separate object you can include it with the overall texture map of the object itself. This is a bit more work, because you have to UV Unwrap the model which is likely not a just a simple plane. For that approach, you need to learn about UV Unwrapping in Max. There are many tutorials on the subject you can find via google.
But it sounds like you start with the simple decal approach unless you want to learn about UV Unwrapping. Hope this is clear.