signifier

noun3

1. •
   Something or someone that signifies, makes something more significant or important.

   • If commentators have concurred on the characterization of Reagan as a synecdoche, they have also noted his status as a signifier. — 2008
2. •
   A card representing a querent, question, or situation.
3. •
   A sign, such as a written or spoken word, which refers to some concept, object or person, the signified.