Those are all the same when clocked the same. I've gone through a few different 770s with different coolers at stock clocks. The after market coolers consistently performed about 3 fps faster than the stock cooler unless I turned up the fan on the stock cooler, which made them the same. As for the difference between the aftermarket coolers, there is going to be no noticeable performance difference. Just get the one you think looks the coolest.
That is, of course, assuming you have good ventalation in your case. If you have a smaller case without many intake and exhause fans, you'll definately wants to go with the reference design:
http://www.newegg.com/Product/Product.aspx?Item=N82E16814130939
You can get a superclocked version of the reference cooler (see link above). The air flow issue is actually more important than the card you choose because you don't want to heat up your case. The aftermarket coolers blow onto the card with case air, and that air stays in your case unless you have other fans cycling it out. If not, the whole case's temperature rises, and then you blow hotter and hotter air onto your graphics card with an aftermarket cooler. The reference cooler cools with case air and then blows the hot air out the back of the case. I had a smaller build once with a reference cooler, and I used it as the case's only exhaust fan. It was great. Now that I have a bigger case with more fans, though, I can use either card, though I still use the reference design because I like the lighting effects it has. It also cools pretty well if you put it in front of your case's front intake fan. The cool air passes right through it, so that makes it work on par with an aftermarket cooler.
Long and short of it is that you should keep in mind that your choosing a cooler. Pick the one that you think will keep everything cool while looking the way you like.
[EDIT]: Just realized that the Titan-Style cooler isn't an option on the 760. What I typed above still applies, but you'll be comparing the cooler designs you linked in your OP against a blower cooler like this:
http://www.newegg.com/Product/Product.aspx?Item=N82E16814130934