The cleanliness of the name in #1 is nice, and we like the deemphasis on the "& Financial Services Co", however, "CIFS" in all three entries are not what we had in mind. Something identifiable by the client to separate our items from us over our competitors. Something where we can say, "ours is the letter/card/website that has the _____ on it." #3 also has a pleasant appearance to its layout.