Notoriety is essentially your wanted level; the higher it is, the closer to notorious you are. Notorious is where guards take one look at you and say "Get him!". You want to keep the symbol of a head inside the gauge white. Gaining notoriety is easy; simply do criminal activities, assassinate in front of people, kill guards in general, run across rooftops, and even just bumping into some guards by accident. Losing notoriety is also easy. The game tells you the three methods of losing it: bribe heralds, rip down posters, and kill officials. The posters is the easiest since they are everywhere. However, because of that, they also give the smallest returns (up to 25% of your notoriety bar per poster, or four posters if you are notorious). If you are that bad off, four posters can seem next to impossible. However, you will be jumping about a lot anyways andare bound to find a couple of them. The second method, heralds, is your middle ground, but it comes at a price: 500 Florins for up to 50% of the notoriety bar. The cost is 1,000 Florins if you are notorious. Do not be dismayed by the cost as that cost turns into a very slight profit. The last method, the officials, give the best return, but are also difficult. Like the thieves and couriers that you chase down for cash, they run everywhere once they see you (up buildings, across beams, through crowds, and most especially towards guards). The reward is 75% of the bar for an official, but the time spent could have been better used ripping down posters and bribing heralds.