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Color plan that contains corporate color of Seoul apartment has a great influence on city environment, considering high-rise vertical dispersion and extent. Therefore, it is necessary to view color plan from an integrative viewpoint. Here, this research aimed at deriving guideline factors of esthetic color plan based on city identity, by recognizing the importance of apartment color and color plan characteristic of recently built brand apartments. Exterior color plan characteristic of Seoul brand apartments seen in this research, first, most of dominance colors were in same color similar tone with warm color in bright and warm image, as the psychological function, accessory colors appeared in similar tone of similar color harmonious with the dominance color. Also, accent color was highlighted with its identity through cooperative color. Second, emotional effect diminished size and weight of high-rise apartment. The upper levels showed clear and clean image, middle to lower level showed stability and comfortable image, on the whole, refined and urbane image that aim for natural and modern image. Therefore, apartment color plan requires, first, in respect of dominance color, unity is required proper for urban image by preparing color permission limitation standard. Second, dominance color and accessory color require historicity and differentiation in sociality that urban identity gets. Third, high-rise upper level cooperative color accent color requires compatibility with urban landscape. Lastly, guideline along with rate is required for color, tone, and pattern, etc. by extent contrast. Here, apartment color plan requires consistent research as urban environment color, also, base study should be accelerated as a part of competitive city branding.