It all started in the mid 80's when I was invited to play a fantasy role playing game called 'Rune Quest'.
Without going into too much boring detail, our characters encountered a tribe on the plains who's society was based around llamas known as 'Llama Riders'. Several inside jokes developed as we dealt more and more with this tribe and, after a couple years of playing, we ended up in a particular town at a tavern called 'Laughing Dragnnewt' owned by, you guessed it, 'Llama Riders Incorporated'.
Another joke was that a particular cult known as Orlanths was known for casting a spell called 'Flamesword' on their swords. Normally this was not a big deal, it only lasted a few minutes, but they would also cast an extension spell on that spell, so their swords would stay on fire for two weeks!
I drew this comic at at the time from which the logo on the main page is taken.
Credit for the Laughing Dragonnewt tavern and Llama Riders Incorporated concepts goes to Martin White who was writing and running the game at that point.