Take the opposite approach for a surprising take on words. Use white space and design around it for maximum appeal. This could be used with any color scheme and might be fun to do a time lapse of someone drawing around the words being advertised.
Before & After logo design. Back to basics! "For the 100th anniversary of the Good Housekeeping seal, this redesign reflects the trust and reassurance of the venerable warranty, exuding timeliness through restrained elegance."