#3, Bench doesn't look very appealing in lowercase. I know, it's a tough word but it summarizes the concept in 5 letters (if you are familiar with the consulting term).
I'm actually starting to wonder if it might just be the font and emphasis on Bench. One of my colleagues picked this design out because the colors caught his eye. Then again, that's what my 8 year old said as well. :) I'm not too keen on lime green though. At least that is what color they told me it was.