I think the cover that has appeared on Amazon and now on U2 achtung is the officaal one, because Bono has been talking about taking more of a "graphic arts" approach to the videos, so this could tie in with the print work for the album cover, CD labels etc.
The videos and whole promotional campaign could be very different to what we have seen in the past for U2 (with a nod to punk-rock art from the 70s).
Apart from "Hold Me, Thrill Me", we haven't seen the use of animation or graphic art in U2 videos that I can recollect, i mean encompassing the whole video not just visual effects like in Staring At The Sun, Last Night On Earth or Elevation.
It could be a way of moving forward, into a different direction and a way of apepaling to a younger and new generation of fans. It also will directly relate to the style of music they have produced, as everyone has been saying.