They've been created in two versions, a silhouette (above) and a 'dynamic' version (below) designed to 'bring the representations to life' for use on merchandise, posters and sign-posts: which makes you wonder what the silhouette version is supposed to be doing in the first place. The dynamic versions are inspired by the London Underground map apparently.
Here are the pictograms from Beijing, set to the same grid - interesting to see the 2012 set have far more cycling versions (including this year's special bonus BMX discipline), as well as a couple more equestrian ones.
(If you want to see some from previous Olympics, check out Hona Design's mini history of Olympic pictograms.)
We reckon the acid test is whether you or not you can easily work out which discipline is which without relying on text. As well as that though there's the larger question of the overall aesthetic. Having to use a larger box for the modern pentathalon seems a bit wrong, and the sailing pictogram seems to have drifted in from somewhere else...
But what are your thoughts? Love them, loathe them? Do they beat Otl Aicher's much-lauded Munich set?