Celebrity Big Brother has unveiled its new logo – hinting fiery plans await the housemates in the seventh and final series of the show.

Kicking off in the New Year, the series is being billed as Celebrity Big Brother – Hell Lies in Others – and the updated logo features a bloodshot eye surrounded by flames.

Not since the very first series of Big Brother has the logo been based on a real eye.

The logo that time around was said to have been inspired by the eyes of housemate Melanie Hill.

Those behind the show were keeping tight-lipped about whose eye the new hellish design is based on.

They said the celebrity housemates will begin 2010 “with some of the most unpredictable and unforgettable weeks of their lives”.

Executive producer Shirley Jones said: “This is no holiday camp for pampered personalities; Celebrity Big Brother won’t be leaving the limelight quietly.”