A metal complex colorant represented by formula 1 may embody various colors and has improved fastness, such as light resistance, water resistance and the like: wherein each of A1 and A2 is independently a moiety which includes a substituted or unsubstituted C2-C30 alkenylene group having at least one double bond and is conjugated with an azo group; each of X1 and X2 is selected from the group consisting of a hydroxy group, a C1-C4 alkoxy group, a carboxyl group, and a substituted or unsubstituted amino group;M is a polyvalent transition metal; L is a neutral or anionic ligand; n is an integer from 1 to 3; and J is a linker. The metal complex colorant may be used in various fields employing colors, such as fibers, foods, drugs, cosmetics, coatings, inks or ceramics.