Converting a logo to 3D (Photoshop, 3DS max - how?)

Well, the basic layout is this: I need a clan logo converted into 3D. Many people may say ‘just use a reference image’ - but the logo is quite complicated. I wondered if there was a simple way to import a transparent logo into 3DS max and just applying bevel later on. Is this possible?

(Logo: https://dl.getdropbox.com/u/1467131/Seal.png)