Llanelli Town Association Football Club, known as the Reds, is a Welsh football club based at Stebonheath Park in Llanelli, West Wales. The club was originally founded in 1896 and was reformed as Llanelli Town AFC in 2013 after the original entity was wound up. The club’s visual identity is built around a shield-shaped crest that carries the motto “Ymlaen,” a Welsh word meaning “Onwards” or “Forwards.”
Design and History
The current Llanelli Town crest is a shield-shaped badge that the club describes as carrying its motto, “Ymlaen” (Onwards/Forwards). The club’s official website references this motto directly in relation to the badge, noting the club’s commitment to “honouring our club badge motto of Ymlaen (Onwards/Forwards).” [1]
The club’s identity is closely tied to its nickname, the Reds, and its traditional red home colours. In launching its 2026/27 home kit, the club described the “iconic red Home kit” as embodying the club motto “My Town is Your Town is Our Town,” with the badge described as a unifying symbol for players, supporters and the wider community. [2]
The club’s copyright policy confirms that all club logos and badges are the exclusive property of Llanelli Town AFC, and that only licensed parties may use them. [3]
Meaning and Symbolism
The Welsh motto “Ymlaen” on the club badge translates to “Onwards” or “Forwards,” a forward-looking sentiment the club has explicitly connected to its badge. [1] The club’s red identity is reinforced by its nickname, the Reds, and its traditional red home kit, which the club describes as iconic. [2]
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