Taking simple markers to the next level, areas within the border can be reserved for 2D barcode patterns. This way, a single family of markers can be reused to pop up many different virtual objects by changing the encoded pattern. For example, a children's book may have an AR pop up on each page, using the same marker shape, but the bar code directs the app to show only the objects relevant to that page in the book.

The following is a set of very simple coded markers from ARToolkit:

Vuforia includes a powerful marker system called VuMark that makes it very easy to create branded markers, as illustrated in the following image. As you can see, while the marker styles vary for specific marketing purposes, they share common characteristics, including a reserved area within an outer border for the 2D code: