Cooler Master is good, though a bit louder than the Zalman (I bought components specifically for near-silent running).
When you go shopping, bling is not important. Example: You can get a Maximus VII Formula, or you can go with a Z97-E. The Formula has all sorts of features and extra ports and a fancy motherboard cover with coloured slots and shiny, while the Z97-E gives you a plain board with the bare bones (but still includes multi-GPU capability). Performance tweaking is a little easier on the Formula but you can get nearly identical performance from both boards with a bit of effort, and for less than half the price on the Z-97E. not that I am saying go with that exact board, just giving one possible example.