You'd need to assign material IDs and then use a multi/sub-object material, I believe. The material IDs can be found in the modifier tab area I believe. Alternatively, you could simply detach the logo area and apply the texture that way without having to worry about that.
You can also :
- matte texture : drop it in the diffuse color channel,
- glossy logo : create a mask in the reflection channel. Mask parameter : for the "map" use a fallof with a raytrace for example (or an enviromental map : lakeside.jpg), and about the "mask" : create a black and white map, same size of the one in the diffuse channel, only the logo is in white.
This way, max only calculate refection on the logo to make it glossy. Adjust the paramter until you obtain the desired effect (with the raytrace texture you need to have something to reflect in).