Overtone, a San Francisco-based company that keeps tabs on brand recognition and penetration, as well as customer experiences, for companies, has brought in $2.5 million of an expected $5.3 million round of equity, according to a filing with the SEC. Formerly called Island Data, the company is backed by Dolphin Equity Partners, Encinal Capital Management (now Whelan Capital Management) and ABS Ventures. It previously raised $11 million.