Tape measure with tape blade profile increasing tape standout

A tape measure comprising:

• a housing;
• a tape reel rotatably mounted within the housing;
• an elongate blade wound around the reel, the elongate blade comprising:
• an upper surface;
• a lower surface;
• a curved profile such that the upper surface of the elongate blade defines a concave surface and the lower surface defines a convex surface;
• a flat width greater than or equal to 29 mm and less than 32 mm;
• and
• a curved width between 20 mm and 23 mm;
• a curved height between 7 mm and 10 mm;
• wherein a ratio of the curved width to the flat width is less than 0.8;
• wherein a ratio of curved height to flat width is greater than 0.24;
• and
• a retraction system coupled to the tape reel, wherein the retraction system drives rewinding of the elongate blade on to the tape reel.