We provide a framework for modeling social network formation through conditional multinomial logit models from discrete choice and random utility theory, in which each new edge is viewed as a "choice" made by a node to connect to another node, based on (generic) features of the other nodes available to make a connection. This perspective on network formation unifies existing models such as preferential attachment, triadic closure, and node fitness, which are all special cases, and thereby provides a flexible means for conceptualizing, estimating, and comparing models. The lens of discrete choice theory also provides several new tools for analyzing social network formation; for example, the significance of node features can be evaluated in a statistically rigorous manner, and mixtures of existing models can be estimated by adapting known expectation-maximization algorithms. We demonstrate the flexibility of our framework through examples that analyze a number of synthetic and real-world datasets. For example, we provide rigorous methods for estimating preferential attachment models and show how to separate the effects of preferential attachment and triadic closure. Non-parametric estimates of the importance of degree show a highly linear trend, and we expose the importance of looking carefully at nodes with degree zero. Examining the formation of a large citation graph, we find evidence for an increased role of degree when accounting for age.