1. A method for determining the presence and location of a MaxiCode symbol bulls-eye and the orientation of the symbol in pixel data obtained by an optical code reader comprising the steps of: identifying a candidate center in a run of pixels having a color indicative of the center area of the bulls-eye; testing the candidate center to determine if adjacent pixel runs have a predetermined amount of mirror symmetry with respect to the candidate center; locating plural points located radially outward of the identified run which points correspond to an edge of a ring of the MaxiCode bulls-eye; fitting an ellipse to said located points; expanding the ellipse outwardly to estimate the location of orientation modules of the MaxiCode; and determining the orientation of the MaxiCode symbol from information read from the orientation modules.