The invention relates to electronically neutral metal complexes as luminescent labels. The positive charge of the metal ion in the complex is neutralized by the negatively charged groups that are covalently linked to the nitrogen-containing diimine ligands, such as 2,2-bipyridine, 1,10-phenanthroline and their derivatives. The electronic neutrality reduces the impact of the metal complexes on the biological and/or biochemical activities of the labeled biomolecules, while the intensity of luminescent emission under electrochemical excitation is enhanced. These luminescent metal complex labels are useful in bioanalytic methodology development, with luminescence as the signal modality, such as electrochemiluminescence.