The one on top is a stock nvidia card ( reference). The bottom one is an aftermarket card made by Asus for Nvidia.
Reference: Blower type cooler, uses an impeller to suck air in at one end, force it through the length of the card that has heatsinks in strategic locales, then exhaust out the back of the card. PCB is according to AMD/NV specs.
Non-Reference: PCB elements can be moved and/or altered. One common tactic is to use higher quality components like VRMs such that you have a better, more robust power delivery subsystem to help with overclocking. Cooler is custom (to a degree) that spans the gamut of large heatsinks, large fans, and heat pipes.
Reference cards are comparatively cheap/fast to crank out. The tradeoff is that a blower type cooler runs loud and not the best at cooling.
Non-reference cards has the cost and engineering delay of a custom PCB and custom coolers. The tradeoff is you get better performance (at stock and/or overclocking) and quieter operation.
Source : A thread in Reddit, cant be bothered to go back and copy the link.
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anyone plz give me a download link