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British company calls them "rulers". Under "metal rulers" you can see several examples of what I'm talking about.
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tools calls them steel "rules". (Not surprisingly, neither of my two old examples are listed.)
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calls their steel tapes, "rules"
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have one example of a Brown and Sharpe , but apparently they no longer manufacture and steel rules or rulers, as the case may be.
(In searching some old attic boxes, yesterday afternoon, I happened upon a Brown & Sharpe #4 rule(r), in pristine condition. I have no idea where I acquired it. Double sided, it has four scales, graduated in 1/8, 1/16, 1/32 and 1/64's. It is heavy like steel, but has some type of anodized or brushed surface, and presents with a light gun-metal gray surface with black printing. It does not appear to be engraved.)
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tools refers to them as "steel rules" in their online catalog, but calls them "rulers" in their stock listings
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calls them "steel rulers"
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have a Fairgate 24" zero-center rule, that I use often. It says so right on it. However, on their WEB site, they are all referred to as "rulers"
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consistently refers to them a "rules" including the folding rules.
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consistently refers to both "folding rulers" and their steel tapes as "rulers"
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consistently refers to "rules" in all instances.
Phillip Stanley, in his "Source Book for Rule Collector" says that "rule" is proper in all instances, except for school "rulers"