I had a Windforce GTX 780 OC which ran extremely cool until the fans started to go bad on it. 🙁 Gigabyte sent me replacement fans which forced me to have to disassemble the entire heatsink to install them. Out of frustration, I sold the card and I believe it turned out to be a silicon lottery winner too because the new owner absolutely loves it. I am happy for him, my loss, his gain. Was a great card but I had to return the card 3 times for faulty fans which I was not pleased.
So my recommendation would be:
MSI Gaming (Nvidia or AMD, they are both good), the lightning coolers are excellent too, EVGA ACX for Nvidia, and Powercolor PCS+ for the R9 290 series.