It depends what program you use, I would use xara x for this and you would just use the bevel tool. Most graphics apps have a bevel tool that would produce this effect.
1. create a new ps document
2. use the paint bucket and make the background dark red.
3.insert a new layer
4.hold down on the rectangle tool, on the submenu click the rounded rectangle
5. choose a darker color red.
6. right click layer 2, goto blending options
7. click innershadow
8. adjust the opacity until it looks right.
This literally took 10 seconds in xara just using the bevel tool on a rectangle with curved edges, and, as I said above, shouldn't take much longer in any other professional image editing program.
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), and the this option (quata) was the greatest 
