A tape rule assembly includes a housing; a reel rotatably mounted in the housing; an elongated blade wound on the reel and extendable through an opening in the housing, the blade having a distal end; a hook connected to the blade at the distal end; and a coil spring within the housing and configured to rotate the reel in the housing in a direction to wind up the blade. The elongated blade has a coating provided on at least one side thereof. The coating has a first thickness at a first portion proximate the distal end, a second thickness at a second portion of the blade that is rearward to the first portion and a third thickness at a third portion of the blade that is rearward of the second portion. The second thickness is less than the first thickness and the third thickness is less than the second thickness.