I like some of the Swarts - it's the tall skinny one with the grillecloth area considerably smaller than the surrounding frame I don't care for. It's the proportions.
I don't find many amps really GREAT looking in an absolute sense. Most blackface Fenders just look utilitarian, form following function, and they're OK. I kinda like the Vox look, though it's unnecessarily baroque in trim.
It's like, if you vary from the most utilitarian possible form, and try to make some visual statement, then it better be aesthetically pleasing. (Which is, of course, quite subjective.)
I like the blond/wheat Bassman stack look alot, and generally do like the overall looks of tweed/oxblood or brown grillecloth.
I think the Peavey C-30 original version is quite handsome in size and shape. (Though I dislike the angular Peavey logo.)
I don't have to like an amp's looks to like the amp. I don't care much for the appearance of the Matchless Lightning Reverb...if the one Swart is too tall and skinny, the Lightning is too low and wide. And I don't like its skinny script font. But it's a great-sounding amp, and I'd have one right off.
For overdesigned amps, I kinda like the silly Peavey Wiggy (logo excepted). And there's not a one of these I don't swoon over (insofar as I'm a swooner, which isn't very): http://www.veroamps.com/
I like GuitarFarm's fine-cabinetry amps.
I don't like any amp where the LOGO EATS THE WHOLE FRONT OF THE AMP, because most of the logos are unattractive. Lots of boutique amps fail in that connecton. Marshall has a great logo, though, and really good looking amps. But I'm not much of a Marshall kinda guy.
Look, I said it was a superficial set of judgments, and meaningless.
I know it's the guy's name, and it means "dark-skinned, dusky," something like that, which meaning doesn't bother me. It's the sound of the word itself. I actually like his logoscript and the atomic dooflaw at the tail end of it. And "Atomic Space Tone" is a great name.
I like the Gretsch Exec and Variety, now that I know them. I liked their looks better than most boutiques right off the bat, but that wasn't enough to sell me.
Ignore me.