symbol

A graphic pattern used to represent a feature. For example, line symbols represent arc features; marker symbols, points; shades symbols, polygons; and text symbols, annotation. Many characteristics define symbols, including color, size, angle, and pattern. See also text symbol, marker symbol, shade symbol, and line symbol.

Generally, any "token" or "metasymbol". Often used more specifically to mean the sort of name you might find in a "symbol table".