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.