diff --git a/hack/gcr-push.sh b/hack/gcr-push.sh
index c7fa4f908..fdbbe5a98 100755
--- a/hack/gcr-push.sh
+++ b/hack/gcr-push.sh
@@ -47,7 +47,7 @@ function highest_release() {
     done
 }
 
-if [ "$BRANCH" == "master" ]; then
+if [[ "$BRANCH" == "master" ]]; then
     VERSION="$BRANCH"
 elif [ ! -z "$TRAVIS_TAG" ]; then
     VERSION="$TRAVIS_TAG"
@@ -59,11 +59,13 @@ fi
 # Calculate the latest release
 highest_release
 
-# Assume we're not tagging `latest` by default.
+# Assume we're not tagging `latest` by default, and never on master.
 TAG_LATEST=false
-if [[ "$TRAVIS_TAG" == "$HIGHEST" ]]; then
+if [[ "$TRAVIS_TAG" == "$HIGHEST" && "$BRANCH" != "master" ]]; then
     TAG_LATEST=true
 fi
+echo "Highest tag found: $HIGHEST, BRANCH: $BRANCH, TRAVIS_TAG: $TRAVIS_TAG"
+echo "TAG_LATEST: $TAG_LATEST"
 
 openssl aes-256-cbc -K $encrypted_f58ab4413c21_key -iv $encrypted_f58ab4413c21_iv -in heptio-images-fac92d2303ac.json.enc -out heptio-images-fac92d2303ac.json -d
 gcloud auth activate-service-account --key-file heptio-images-fac92d2303ac.json