Diddy, one of the pioneers of the online celebrity space (who can forget his drunken Youtube rant about Proactive skin care?) has released an all-new video that may actually have some further purpose than extended Diddy’s online presence and embiggening his ego even further. In the video, he gives a quick preview of some of the new pieces in the 2010 Sean John collection, and, perhaps more importantly, reveals the new logo.

Sean John launched over 10 years ago, in 1998, before it was a given that any rapper with a deal could start a clothing line. Diddy wasn’t the first, but he was one of the first to do it right. And as a result, he’s still around going strong (along with Jay-Z’s Rocawear) while many others are in decline and making deals to stay afloat.

For example, G-Unit clothing launched in 2003 as a joint venture between 50 Cent and Ecko and has already had to restructure and will relaunch soon. And countless other brands have fallen by the wayside completely forgotten. Nobody’s rocking Willie Esco leather jackets anymore.

The new logo definitely reflects more of an fashion empire feel, and is immediately more applicable for uses other than being appliqued on an oversized t-shirt. While the Sean John brand has expanded, the original logo still had its roots in urban streetwear, and no matter how high the sights might have been set originally, no one (other that Diddy himself) could have anticipated that the brand would grow to encompass everything that it has. So I like this move, and the new look is definitely more sophisticated and ready to do some heavy lifting for the brand.