The words "San Francisco" are not on the wall but on a sign hanging from the metal pole in the foreground.
This photo is of the old John Rodgers terminal in Honolulu c. 1960s. The small banner above the check baggage counter doesn't read San Francisco, it reads Los Angeles.
Clearly there are other metal poles in the picture above other check-in spots further down the counter, although they are too far away for the signs to be visible. It is also possible that there are other check-in spots out of the frame to the right.
wideminded is right about the blue signs on poles, and the rest of the terminal being out of frame. BIGLOOK, why did you identify the terminal as “the old John Rodgers terminal c. 1960s”, where you there?