A thorough insight into the shape of polymers and supramolecular assemblies is of crucial importance for the flow behavior, the packing in the solid as well as the structure and dynamics in non-dilute solutions. In this chapter, we present the main experimental techniques that can reliably address persistence and compare different polymers with reported persistence lengths ranging from few nanometers to few hundreds nanometers. Specifically, we discuss not only the so-called rigid-rod polymers such as polyphenylenes, but also dendronized and helical polymers. These chaintype macromolecules are generally considered as rigid or semi-rigid compared with conventional homopolymers such as polyolefins. Next it is meaningful to compare these covalently bonded polymers with supramolecular assemblies consisting of amphiphilic polymers such as poly(ethylene glycol) functionalized benzene derivatives and poly(ethylene oxide-b-butadiene). Supramolecular assemblies can assume larger rigidity than covalently bonded polymers. Although we can classify different types of polymers and supramolecular assemblies and determine their persistence lengths, so far, there is no clear structure-rigidity relationship. Hence, a prediction of the persistence lengths solely based on the molecular structures remains uncertain.