To a first approximation, 0 is success, non-zero is failure, with 1 being general failure, and anything larger than one being a specific failure. Aside from the trivial exceptions of false and test, which are both designed to give 1 for success, there's a few other exceptions I found.
More realistically, 0 means success or maybe failure, 1 means general failure or maybe success, 2 means general failure if 1 and 0 are both used for success, but maybe success as well.
The diff command gives 0 if files compared are identical, 1 if they differ, and 2 if binaries are different. 2 also means failure. The less command gives 1 for failure unless you fail to supply an argument, in which case, it exits 0 despite failing.
The more command and the spell command give 1 for failure, unless the failure is a result of permission denied, nonexistent file, or attempt to read a directory. In any of these cases, they exit 0 despite failing.
Then the expr command gives 1 for success unless the output is the empty string or zero, in which case, 0 is success. 2 and 3 are failure.
Then there's cases where success or failure is ambiguous. When grep fails to find a pattern, it exits 1, but it exits 2 for a genuine failure (like permission denied). klist also exits 1 when it fails to find a ticket, although this isn't really any more of a failure than when grep doesn't find a pattern, or when you ls an empty directory.
So, unfortunately, the Unix powers that be don't seem to enforce any logical set of rules, even on very commonly used executables.