I'm not sure if this is what's throwing you off, but here is used more like an adjective (“a transfer line”), not a verb (“you transfer here”). It's like saying “ and are transfers” instead of saying “Please transfer for and ”. The implications are the same, but the sentence is shorter. It's also a little less direct, because you can tie an action to the subject without explicitly asking the listener to act.
Phrases that feel similar to me:
* (instead of )
Trash is take-home vs. Take home your trash
* (instead of )
The charge is pay-at-the-register vs. Pay the charge at the register
* (instead of )
Tickets are exchange vs. Exchange your tickets
* * *
Above answer only covers the "A" construct. But isn't "" a much more common way of using ? , , … (For the Marunouchi Line, transfer. For details, ask. For dining, use the tables. For private rooms, make a reservation.)