Ned Stark being a Lord of House Stark was a well known and prominent man in Westeros. It was well known he bore a bastard son. I think the fact that Jon Snow's bloodline preceded him is the reason people know.
With the fact that news travels via Raven or Rider the name alone wouldn't identify him. People may not know who he is by look but certainly join the dots when they ask him his name.
Taken from ASOIF Wiki - Ned returned home, bringing with him a bastard
son, Jon, about whose origins he refused to speak, even to his own
wife; he quickly silenced rumors that the boy's mother was the Dornish
noblewoman Ashara Dayne - Referencing chapter 6 - Catelyn
This would create rumours amongst the lessers, the traders - thus the information spreads. Maybe not his looks but definitely the fact that he bore a bastard. Catelyn did not hide her disgust for Jon either. This is due to the fact he is a constant reminder of Ned's infidelity.
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