Here's one way to get the "painted-on" look:
- Open your wall image
- Add your text or logo on another layer
- Double-click the text/logo layer in the Layers palette to open the Layer Style dialog at the Blending Options section
- In the Blend If section, Alt+click the white stops at the right end of the Underlying Layer slider. This will separate the two stops. Drag the left stop over to the left. Your Blend If section should now look something like the first attachment. Obviously your settings will vary according to your image.
Parts of the underlying texture should start to show through your text/logo. You could also try playing around with the
Blending Mode and/or the
Opacity of the text/logo layer.
My finished (very quick and dirty) image is the second attachment.