I definitely didn't want an 'A' format, and also didn't want to go for a square format, as I think it's getting a little over used at the minute.
Keeping in mind the measurements/ruler concept, I wanted something the have a good space on the back to design for.
150x120mm
- too small
240x150mm
- not so keen on the landscape
260x90mm
- much more appropriate - shape of a ruler
- also more interesting format
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