every purposeful social space has a more of less tangible thing that identifies the whole. it is the whatchamacallit with which it is recognisable. there are various words that may indicate what it is.
in the age of branding brand seems a logical word. for the design and development of valuable spaces the word and the meaning may just be too mechanical, but the idea of signage is paramount and natural for a space. although any word carries meaning, this element is about the idea and its manifestation. for now we label this element as label.