Brand New Every Year: The Story Behind the Tough Stump Rodeo Logo

Great technology deserves great branding. At the Tough Stump Rodeo, the goal was to build cutting-edge drone and ATAK integration experiences, but also an overall culture. And like any living culture, it has a look, a feel, and a story behind it.

Here’s how it all came together.

The Brand: Born from a Sketch

The TSR marketing team was deep in a brainstorm session. We were cycling through classic Montana imagery: mountains, big skies, clouds, wide open land. Good ideas, but nothing that clicked.

Then one of our FPV pilot instructors, a Colorado native who’s spent more time in the field than in a boardroom, cut through the noise with four words: “Just make it a real brand.”

He grabbed a pen and sketched it out on the spot: a classic rancher-style cattle brand, T.S.R., anchored by a star. Clean. Authentic. Unmistakably Western.

It was perfect. And it’s a reminder that the best creative ideas don’t always come from the marketing department, but sometimes they come from the people living the mission every day.

The Logos: A New Design. Every Year. On Purpose.

Tough Stump began developing merchandise after recognizing the growing popularity and unique culture of the Rodeo. Our first logo debuted in 2023 and incorporated key elements of the event that continue to define who we are.

The Team Awareness Kit (TAK) was, and remains, the backbone of the Rodeo, so it is featured prominently in every design. One of our most frequently asked-about elements, the dog, represents the inspiration behind our ATAK GPS tracking tag system, ATOS. Robots and UAVs also play a pivotal role in the event and are reflected in our branding.

Our designs also showcase the landscape of the Ruby River Valley, which has hosted the Rodeo since 2021. All of these elements are unified within the outline of our host state, Montana.

At Tough Stump Technologies, we take pride in creating a new logo every year. These designs become collectible stickers, T-shirts, and hats that reflect each Rodeo’s unique story.

Collect the Culture

Every year’s logo becomes a limited run of collectible stickers, T-shirts, and hats that capture that Rodeo’s unique story. Miss a year, miss a design.

TSR 2026 is no different, and this year’s logo is going to be something special.

Keep your eyes peeled. It will not disappoint.