For years I carried a little 24" white one I got at the local farm show as a kid. It was a surprisingly good little American made tapemeasure with great return.
At this point I've dropped it so many times that it's cracked and it was time to retire it.
I love that little tape so much and found it so useful that I actually paid $12 for a replacement on Ebay
This one happens to be red and advertising TEXACO.
Call me crazy if you want but I just had to have another one, it's a small little fella but that's what I like about it. It doesn't take up much room in my pocket and 24" is all I need otherwise I'll grab a regular tape measure.
It's such a useful little pocket tool.