QR code with logo: how to make one that always scans

Why a QR code can have a logo in the middle

QR codes have four levels of error correction: L (about 7%), M (about 15%), Q (about 25%) and H (about 30%). The level states how much of the code can be hidden or damaged before it can no longer be read.

If there is a logo in the middle, use level H – and keep the logo well below the limit, ideally under a fifth of the code, so there is margin for scratches, reflections and poor light.

6 rules for a QR code with a logo

1. 1

   Keep the three corner squares clear

   The large squares in three corners tell the phone where the code is. Logos and graphics must never cover them.

2. 2

   Dark code on a light background

   Use high contrast. Many phones struggle with light codes on dark backgrounds and with pastel colours.

3. 3

   Keep the white border

   The code needs a clear margin all the way round (the "quiet zone") of at least four modules – the small squares in the code.

4. 4

   Big enough for the distance

   Rule of thumb: the code should be at least a tenth of the scanning distance – about 2 × 2 cm on a table, much larger on a poster or window.

5. 5

   Short link = simpler code

   The longer the link, the more and smaller the modules. A short link gives a more robust code – and more room for the logo.

6. 6

   Test before printing

   Scan with both iPhone and Android, in poor light and from the distance customers will stand – and test again on a proof.

Static or dynamic QR code?

A static QR code contains the link itself. If the link changes, the code must be reprinted. A dynamic QR code points to a short link you can change afterwards – and that can count scans.

For printed materials, signs and products that should last for years, dynamic is the safe choice: the campaign can change without replacing the sign. Choose a provider where you own and control the link, so the codes do not stop working if a subscription ends.

QR code or NFC – or both?

• QR code: works on any phone with a camera, also at a distance – but the customer has to open the camera and aim.
• NFC: one tap with the phone, no aiming – but only over a few centimetres.
• Both: a sign or stand with NFC and a QR code works for everyone. If both point to the same dynamic link, you manage the content in one place.