signifier

n. person or thing that signifies, indicator; combination of sounds or symbols that represent a word (Semiotics)

In semiotics, a sign is "something that stands for something else, to someone in some capacity". It may be understood as a discrete unit of meaning, and includes words, images, gestures, scents, tastes, textures, sounds – essentially all of the ways in which  information can be communicated as a message by any sentient, reasoning mind to another.
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Noun
1. the phonological or orthographic sound or appearance of a word that can be used to describe or identify something; "the inflected forms of a word can be represented by a stem and a list of inflections to be attached"
(synonym) form, word form, descriptor
(hypernym) word
(hyponym) plural, plural form
(derivation) mean, intend, signify, stand for
(classification) linguistics

v. signify, mean; imply, notify; denote, import

the token that represents a signified.  Signified and signifier combine to create a "sign."