A system for scanning bar code symbols on articles moving at a given speed senses an article at a predetermined location and determines an orientation of a bar code symbol on the article using an imaging camera. In response to determinations of a symbol location, orientation, size or type, the scanning system adjusts a scanning speed, shape and/or orientation of the light beam pattern and a location of the light beam pattern. The resulting light beam is directed at the bar code symbol location and a signal corresponding to the reflected light beam portion is generated. If the decode is not valid, the bar code symbol is rescanned.