The present study investigates the effects of color on preference for brand logo. Color is one of important elements of visual equity, but its effect has not been examined often empirically. The present study proposes preference for color, fit between color and product category, and fit between color and brand meaning as color related variables and measures them. Because real apartment brands are used, we control the effect of brand and cooperate images and then examine the effects of the color related variables on preference for brand logo. The results show that the effects of color related variables are different from brands to brands, but they significantly explain preference for logo after brand and cooperate images are controlled. The results suggest that fit between color and product category and fit between color and brand meaning are managed better than preference for color itself, of which individual differences can be large. Theoretical and practical implications of the results are discussed.