I started out using Rubbermaid/Gott 10-gallon beverage coolers. I then switched to using Rubbermaid 7-gallon beverage coolers (Home Depot used to carry this size) before finally settling on Igloo 5-gallon industrial beverage coolers for my mash/lauter tun and hot liquor back. Bigger is not always better, and a round cooler works for all lautering techniques due the pressure equalization that occurs in a cylinder (one of the reasons why pipes are round). When brewing small batches, a 5-gallon beverage cooler sinks less heat at mash-in and maintains temperature better than a larger cooler. A 5-gallon beverage cooler is even more efficient when brewing 5.5-gallon batches up to its capacity.
One last thing: if you continuous sparge like I do, grain bed thickness, tun geometry, and false bottom design all make a difference. If you think that you will ever want to continuous sparge, think round, not square or rectangular. The goal in continuous sparging is to have equal fluid flow down through the mash bed. A cylinder works best for continuous sparging due to the fact that pressure is distributed equally around the perimeter. With a square or rectangular shaped tun, pressure forces concentrate in the corners.