SOURCE: SPE Certified

SPE Certified

October 16, 2012 09:39 ET

Carbone Smolan Agency Designs the Brand Identity for SPE Certified®, a "Healthy Eating" Food System

Culinary Certification Program Launches With Full Suite of Communications

NEW YORK, NY--(Marketwire - Oct 16, 2012) - Carbone Smolan Agency (CSA) (, a leading branding and design firm, unveiled the brand identity for the launch of SPE Certified® (, a culinary program designed to help restaurants and other foodservice establishments enhance the nutritional quality of meals, and help diners find dishes that are both healthy and delicious. The newly conceived logo, brand pattern and photography style communicates SPE Certified's goal of doing for dining what the "LEED" certification system has done for architecture.

"Carbone Smolan understood from the start all of our objectives and our goal of creating a movement around eating well while eating out," said SPE Certified founder Emmanuel Verstraeten, who is also the founder of the Michelin-starred Rouge Tomate restaurants in New York City and Brussels. "The identity they developed for SPE Certified brings that concept to life."

CSA was charged with designing a logo that would become a trusted symbol of healthy eating. It would further serve as SPE Certified's "seal of approval," a trusted symbol on menus that lets diners know that the food is locally sourced, high in nutrition and low in fat. The final logo, a fluid drawing of the "SPE" letterforms in a vibrant red, represents growth and the optimism of the healthy dining movement.

"Developing an iconic brand identity is the most important investment a start-up company can make," said Leslie Smolan, Co-founder and Director of Creative Strategy of the Carbone Smolan Agency. "We took the vision of the team and made it tangible, letting the world know that SPE Certified is a business, and one poised for success."

The logo is the first piece of a visual system that also includes a series of graphic elements explaining SPE Certified's driving principles and educating people about the benefits of preparing dishes and dining to SPE Certified guidelines. Bold information graphics simplify complex nutrition facts and ingredients, and a vibrant photography style celebrates the art of good food. The graphic system was built for expansion, and SPE Certified has debuted the identity on recipe cards, a tradeshow booth, a brochure, the logo on menus and SPE Certified's website.

Currently, SPE Certified restaurants include Michelin-starred Danji and Seäsonal Restaurant & Weinbar in New York City, and restaurants including The Living Room in Long Island, Mediterra Restaurant and Taverna in New Jersey, and La Bécasse in Michigan.

About the Carbone Smolan Agency
Carbone Smolan Agency offers a comprehensive set of strategic and creative services designed to build a singular brand voice across all media. Based in New York, the firm has built an international reputation creating outstanding programs for world-class clients, including Morgan Stanley, the W Hotel Group, Christie's, Musée du Louvre, Canon and Mandarin Oriental Hotel Group. To find out more, visit

About SPE Certified
SPE Certified's vision is to become the most trusted symbol of nutritional quality, resulting in making dining out even more appealing to a broader range of consumers while bringing a new level of consciousness about health and sustainability to the foodservice industry. Establishments can choose one of four levels of certification, Certified, Silver, Gold and Platinum. Each level is based on the percentage of dishes that are considered SPE Certified on the menu. SPE Certified establishments will thus offer diners the opportunity to eat a delicious, nutritionally balanced meal outside of the home. For more information on SPE Certified's consulting and certification services, visit

Contact Information

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    Marni Raitt
    DiGennaro Communications
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