Intensity modulation (IM) formats are the legacy formats which are continuing to act as modulation formats of interest in fiber optic communication systems and optical networks. The IM formats have become formats of interest in free space optic communication (FSO) systems due to its simple generation and detection principle, thus making FSO system economical and easier to handle/operate under adverse and random characteristics of atmospheric channel. This paper compares the performance of different IM formats (with memory and without memory or memoryless). The IM formats considered here are non return to zero (NRZ), return to zero (RZ), carrier suppressed RZ (CSRZ), vestigial side band CSRZ (VSB-CSRZ), duobinary RZ (DRZ) and modified duobinary RZ (MDRZ). The comparative analysis investigates the effect of launch power and length of FSO channel at different data rates of 10 Gb/s and 40 Gb/s for single channel FSO system, with the help of simulations. The results discussed, depicts that VSB-CSRZ outperforms other modulation formats at 10 Gb/s and duobinary format has shown lesser degradation in system performance when bit rate increases from 10 Gb/s to 40 Gb/s.