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The logistic loss (a.k.a. cross-entropy loss) is one of the most popular loss functions used for multiclass classification. It is also the loss function of choice for next-token prediction in language modeling. It is associated with the Kullback-Leibler (KL) divergence and the softargmax operator. In this work, we propose to construct new convex loss functions based on $f$-divergences. Our loss functions generalize the logistic loss in two directions: i) by replacing the KL divergence with $f$-divergences and ii) by allowing non-uniform reference measures. We instantiate our framework for numerous $f$-divergences, recovering existing losses and creating new ones.By analogy with the logistic loss, the loss function generated by an $f$-divergence is associated with an operator, that we dub $f$-softargmax. We derive a novel parallelizable bisection algorithm for computing the $f$-softargmax associated with any $f$-divergence.On the empirical side, one of the goals of this paper is to determine the effectiveness of loss functions beyond the classical cross-entropy in a language model setting, including on pre-training, post-training (SFT) and distillation. We show that the loss function generated by the $\alpha$-divergence (which is equivalent to Tsallis $\alpha$-negentropy in the case of unit reference measures) with $\alpha=1.5$ performs well across several tasks.