>>> df = pd.DataFrame({'A': range(1, 11), 'B': np.random.randn(10)})

Where the value is a callable, evaluated on `df`:

>>> df.assign(ln_A = lambda x: np.log(x.A))
    A         B      ln_A
0   1  0.426905  0.000000
1   2 -0.780949  0.693147
2   3 -0.418711  1.098612
3   4 -0.269708  1.386294
4   5 -0.274002  1.609438
5   6 -0.500792  1.791759
6   7  1.649697  1.945910
7   8 -1.495604  2.079442
8   9  0.549296  2.197225
9  10 -0.758542  2.302585