I like your idea in #1 with using a cigarette as the "-" but I think the logo looks a bit vague. I am not quite sure how to formulate it but could you try to make the logo a bit "stronger" so that it stands out more? Hope you know that I am meaning.
#2 and #3 i understand what you try and I kinda like it, but I feels like something is missing. Could you try to make it without the arrows so it is just a normal S? Also maybe try to make them without the cigarettes or using the cigarette as "-" like in #1?