diff --git a/internal/logs/text/text.go b/internal/logs/text/text.go
index 5c7caca0..d083b868 100644
--- a/internal/logs/text/text.go
+++ b/internal/logs/text/text.go
@@ -17,7 +17,6 @@ import (
 // TODO: rename since it's specific to log querying ATM
 // TODO: output larger timestamp when older
 // TODO: option to output UTC
-// TODO: option to output expanded fields
 // TODO: option to truncate
 // TODO: move to apex/log?
 
@@ -61,16 +60,9 @@ type Handler struct {
 func New(w io.Writer) *Handler {
 	return &Handler{
 		Writer: w,
-		layout: "3:04:05pm",
 	}
 }
 
-// WithFormat sets the date format.
-func (h *Handler) WithFormat(s string) *Handler {
-	h.layout = s
-	return h
-}
-
 // WithExpandedFields sets the expanded field state.
 func (h *Handler) WithExpandedFields(v bool) *Handler {
 	h.expand = v
@@ -96,7 +88,7 @@ func (h *Handler) handleExpanded(e *log.Entry) error {
 	h.mu.Lock()
 	defer h.mu.Unlock()
 
-	ts := e.Timestamp.Local().Format(h.layout)
+	ts := formatDate(e.Timestamp.Local())
 	fmt.Fprintf(h.Writer, "  %s %s %s\n", colors.Gray(ts), color(level), e.Message)
 
 	for _, name := range names {
@@ -125,7 +117,7 @@ func (h *Handler) handleInline(e *log.Entry) error {
 	h.mu.Lock()
 	defer h.mu.Unlock()
 
-	ts := e.Timestamp.Local().Format(h.layout)
+	ts := formatDate(e.Timestamp.Local())
 	fmt.Fprintf(h.Writer, "  %s %s %s", colors.Gray(ts), color(level), e.Message)
 
 	for _, name := range names {
@@ -158,3 +150,32 @@ func value(name string, v interface{}) interface{} {
 		return v
 	}
 }
+
+// day duration.
+var day = time.Hour * 24
+
+// formatDate formats t relative to now.
+func formatDate(t time.Time) string {
+	switch d := time.Now().Sub(t); {
+	case d >= day*7:
+		return t.Format(`Jan 2` + dateSuffix(t) + ` 3:04:05pm`)
+	case d >= day:
+		return t.Format(`2` + dateSuffix(t) + ` 3:04:05pm`)
+	default:
+		return t.Format(`3:04:05pm`)
+	}
+}
+
+// dateSuffix returns the date suffix for t.
+func dateSuffix(t time.Time) string {
+	switch t.Day() {
+	case 1, 21, 31:
+		return "st"
+	case 2, 22:
+		return "nd"
+	case 3, 23:
+		return "rd"
+	default:
+		return "th"
+	}
+}
diff --git a/platform/lambda/logs.go b/platform/lambda/logs.go
index e0cc384a..c3ddd564 100644
--- a/platform/lambda/logs.go
+++ b/platform/lambda/logs.go
@@ -2,6 +2,7 @@ package lambda
 
 import (
 	"encoding/json"
+	"fmt"
 	"io"
 	"os"
 	"strings"
@@ -15,6 +16,7 @@ import (
 	"github.com/aws/aws-sdk-go/service/cloudwatchlogs"
 	"github.com/tj/go/term"
 
+	"github.com/apex/up/internal/colors"
 	"github.com/apex/up/internal/logs/parser"
 	"github.com/apex/up/internal/logs/text"
 	"github.com/apex/up/internal/util"
@@ -123,11 +125,8 @@ func (l *Logs) start() {
 			continue
 		}
 
-		// plain text log
-		handler.HandleLog(&log.Entry{
-			Level:   log.InfoLevel,
-			Message: strings.TrimRight(l.Message, " \n"),
-		})
+		// lambda textual logs
+		fmt.Printf("  %s\n", colors.Gray(line))
 	}
 
 	// TODO: refactor interface to delegate