Examples of techniques for encoding data in a 2D symbology are disclosed. In one example implementation according to aspects of the present disclosure, a computer-implemented method includes assigning a first data symbol representative of a 0-bit and a second data symbol representative of a 1-bit, each of the first data symbol and the second data symbol include a line segment. The method further includes designating a starting indicator and an ending indicator. The method also includes generating, by a processing device, the 2D symbology. The 2D symbology includes a series of data symbols representing a binary string. Each data symbol in the series of data symbols are positioned in an end-to-end orientation starting at the starting indicator and ending at the ending indicator. The series of data symbols include 0-bit symbols represented by the first data symbol and 1-bit symbols represented by the second data symbol.