Asrock has a better reputation than it did 5 years ago. I rarely hear anything at all about EVGA, but I don't think most would put it in the top tier.
If you are biased against Gigabyte and plan to overclock, I'd say go with Asus.
You need to hope you never have to deal with the RMA process.
Your budget is about $500 at the current exchange rate
The 3770K is $340 US, which would leave $160 for a motherboard.
The 2600K is $290 US, which would leave $210 for the motherboard.
Passmark CPU benchmarks: 3770K: 10372; 2600K: 9079.
Asus board possibilities, all socket 1155: Newegg.com - ASUS P8Z77-V LE LGA 1155 Intel Z77 HDMI SATA 6Gb/s USB 3.0 ATX Intel Motherboard
$155; Z77 chipset Newegg.com - ASUS P8Z77-V LGA 1155 Intel Z77 HDMI SATA 6Gb/s USB 3.0 ATX Intel Motherboard
$190; Z77 chipset Newegg.com - ASUS P8Z77-V PRO LGA 1155 Intel Z77 HDMI SATA 6Gb/s USB 3.0 ATX Intel Motherboard
$210; Z77 chipset Newegg.com - ASUS P8Z68-V PRO/GEN3 LGA 1155 Intel Z68 HDMI SATA 6Gb/s USB 3.0 ATX Intel Motherboard with UEFI BIOS
$190; Z68 chipset
I'd do a comparison of those 4 boards, looking for particular features I thought I might need.
All are full ATX.
I don't know that you would notice the difference in the approximate 1300 point difference in the Passmark score on those processors.
Personally, I'd probably go with the 3700K and the cheaper motherboard, unless I needed certain features on the more expensive boards or unless I put a lot of emphasis on overclocking and had very specific reasons to believe that one of the more expensive boards could reach some overclocking level that the cheaper board could not reach.