Lately, there’s an epidemic of new dentists specializing in care for children. You can tell by all the primary colors, cartoonish fonts, backward letters and other cute touches in their logos and signage. Except that dentistry is supposed to be serious stuff, and it’s parents, not kids, who choose the dentist. The use of all those kid clichés just trivializes the practices they promote. Every design choice says something about your company, from the typeface in your logo to the look of your website. So choose carefully.