Create an “pressed in” look

I’m trying to recreate a fairly common look, but I really like how it is executed on getpebble.com

The getpebble.com icons are on the left, and my disaster of an attempt is on the right. As much as I try, I’ve wasted close to 3 hours of my life and I am still left with a hideous looking icon for my personal project. Any pointers?

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Answer

It looks to me like they just use an inner shadow:

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Here’s what that produces (original on the left, my attempt on the right):

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Attribution
Source : Link , Question Author : EGHDK , Answer Author : JohnB

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