Abstract: In order to exchange data together with a pre-defined basic logo in coded form, a geometric basic shape, preferably matching the pattern of the basic logo, is defined as the coding symbol and a matrix likewise matching the arrangement of the coding symbols and therefore encoded data, which can be read out automatically after being photographed with a CCD sensor by the decoding algorithm embedded there and also trigger off further associated automatic routines, for example the calling-up of an internet address, are contained in a coding part next to or in the basic logo.