I use Axiom's 12 ga. for my speaker runs, not because of any audible difference, but I needed 12ga. for my surround runs, it looks good (yes, the Axiom brand banding on the cable is worth it to me) and the jacket on it is like butter... it makes you just want to touch it... incredibly easy to work with.
If you're going 30 ft or further, maybe look to 12ga. - shorter than that, 14ga. Those are good, safe estimates. No boutique wire or anything, just get something that looks easy to work with (and doesn't stink to high hell like the 12ga. I bought once)
Bren R.
