Custom nRF5340 board not logging debug statements to JLinkRTTViewer

I have a custom board (nrf5340) and can debug it, but it will not print to J-Link RTT Viewer. The main looks like this and I tested with a breakpoint on the LOG_DBG using my J-Link Plus, so I know it's getting there.

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#include <zephyr/kernel.h>
#include <zephyr/drivers/gpio.h>
#include <zephyr/drivers/pwm.h>
#include <zephyr/logging/log.h>
LOG_MODULE_REGISTER(app, LOG_LEVEL_DBG);
...
int main(void)
{
LOG_DBG("Starting Blinky Example");
//int ret;
bool led_state = false;
if (!device_is_ready(vib_motor.dev)) {
LOG_ERR("Vibration motor control not supported");
return -ENODEV;
}
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

I have this in the prj.conf:

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CONFIG_GPIO=y
CONFIG_PWM=y
CONFIG_LOG=y
#Bluetooth Settings
CONFIG_BT=y
CONFIG_BT_PERIPHERAL=y
CONFIG_BT_DEVICE_NAME="Hello_World_Blinky"
#CONFIG_DEBUG_OPTIMIZATIONS=y
#CONFIG_DEBUG_THREAD_INFO=y
#Segger RTT Settings
CONFIG_LOG_MODE_IMMEDIATE=n
CONFIG_USE_SEGGER_RTT=y
CONFIG_RTT_CONSOLE=y
CONFIG_LOG_BACKEND_RTT=y
CONFIG_UART_CONSOLE=n
CONFIG_PRINTK=y
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

it's making it impossible to work with this board.