Generally they keep it the same, as to where they put certain artworks on the front cover, a helicopter has been in the top left of every GTA cover since 3.
They pretty much got the SA front cover and changed it to fit in with the story and the new details in the game.
Copter top left, blonde center left, guy with face covered center top, guy on two wheels top right, new relevant transport in the center, cars down the bottom and guys holding guns.
Only things different is obviously Chop, new feature, no poker chips, no Vegas, and Truth the free loving hippy has been swapped for Trevor, probably the biggest maddest badass to ever be in a GTA game.
They made it so it resembles the SA front cover, and they've done a good job. I don't know why but looking a the new one, for me it makes the game look like it'll be a lot more gritty and dark, more serious than it's predeceases.
I like it