$\log$ or $\ln$ are definitely not the only way of measuring information - it depends upon what we understand by information. But the way we have chosen to define information (see below) confines us to using $\log$ or $\ln$.
I've tried to explain it here on stats.stackexchange.com. I'm pasting it below for quick reference.
There is a profound reason why the logarithm comes into picture, and it is not randomly chosen. The relationship between $\log$ and information stems from this simple way of writing any number $m$ (the symbols don't have any meaning yet), and the discussion that follows.
$$ m = \frac{1}{p} = 2^{i} \tag{1}$$
The above tells us that if we use exactly $i$ letters to encode a string where each letter can have one of 2 values at a time, we'll get $m$ different strings. A 2-valued letter is nothing else but a bit. So writing any number $m$ in this way brings into picture a property of the number - $i$ which can be used to construct the number $m$ again (uniquely) - using bits.
Now, it is easy to see that for a given outcome that has a probability $p$, the number of other outcomes in the same event that have probabilities greater than $p$ will always be less than or equal to $\frac{1}{p}$. For detail on this, check here.
This means that, as per $(1), $ $i=\log_2(\frac{1}{p})$ bits can be safely used to represent this outcome in an event unless there are lower probability outcomes. But even if there are lower probability outcomes, it is easy to see that we can still encode this outcome with $i=\log_2(\frac{1}{p})$ bits, and use more bits to encode the lower-$p$ outcomes. Check here for a detailed proof. In summary, $i=\log_2(\frac{1}{p})$ bits can be safely used to represent this outcome in any event.
Now, the information about an outcome that goes from the sender to receiver is actually the codeword that represents the outcome. And we just saw how the length of the codeword is determined by $\log_2(\frac{1}{p})$. So, we choose to call this special length $i$ - the information of the event, and that's how $\log$ comes into picture naturally.
$ p=0.25 \Rightarrow i = 2 $ means that we need $ 2 $ bits for encoding this outcome in any event.
$ p=0.125 \Rightarrow i = 3 $ means that we need ( 3 ) bits for encoding this outcome in any event.
Finally, what would be the information content of any event in total, that is, the information of all the outcomes combined? In other words, what is the information content of a system that can have different states with different probabilities? The answer is that each outcome or state adds its information to the system but only in the ratio of how much of it is there - i.e. its probability. This is just verbiage for the Entropy equation:
$$\begin{align}
H = & \sum_i{p_i.i} \\[6pt]
= & - \sum_i{p_i \log_2({p_i}})
\end{align}$$
The above has been explained in more detail here.