You can brand your QR Code by adding a central image or by using colors other than the usual black on white. Here’s an example from Starbucks.
You need to be careful when you brand your QR Codes to make sure they are still easily readable by scanners. This can be a problem if you brand colors make the contrast between the background and the foreground content small. For example, if you decide to use light grey for the “dotted” part of the code, it won’t be easy to read if it is printed on a white material.
Many QR Code generators let you create branded QR Codes although some charge a fee for doing so.